According to the latest ad for Kings Island amusement park, riding their roller coaster makes you a "ride warrior".  I guess we can add it to the list with "road warrior" and "war on poverty".  It's standard identity advertising -- that is, making people want something because they want to think of themselves as the kind of person who wants that thing.  It's ridiculous, and it sells.  There's a reason that the "warrior" image can sell Americans on just about anything these days, and it's a symptom of a real problem with some pretty terrifying results.