There is little ideological or moral difference between al-Qaeda and ISIS. Both are fanatical terrorist organizations with a Sunni jihadist ideology and complete disdain for life. ISIS was even once affiliated with al-Qaeda, having been previously known as al-Qaeda in Iraq. But now they are deadly rivals. The al-Nusra Front is the official al-Qaeda franchise in Syria and it is at war with ISIS. Like Apple and Samsung or Adidas and Nike, al-Qaeda and ISIS are locked in a battle for market share. Those companies compete by bringing to market better products. So do terrorist organizations, only their “products” are high-profile atrocities.

The Charlie Hebdo massacre, now claimed by al-Qaeda in the Arabian Peninsula in a video entitled “Vengeance for the Prophet: A Message Regarding the Blessed Battle of Paris,” should be seen in this light. It is, if nothing else, a powerful reminder to the world, after having read about little but ISIS for the past year, that al-Qaeda still matters. ISIS may have made global headlines with grisly beheading videos but it has never struck in a major Western capital before.

It is still unclear, of course, the extent to which AQAP was involved in the attack. Its level of involvement was probably less than al-Qaeda’s role in 9/11 or Lashkar e Taiba’s role in the Mumbai massacre, but both of the murderous Kouachi brothers, Said and Cherif, apparently traveled to Yemen to train with AQAP. This helps to explain their familiarity with AK-47s, even if their tradecraft always remains questionable–they left an identification card in their getaway car.

And even if AQAP was largely responsible for the attack, one of the jihadists killed in Paris–Amedy Coulibaly–claimed allegiance with ISIS. One suspects that in jihadist circles this is a branding statement similar to one’s choice of smart phone or warm-up jacket.

In some ways the Paris attacks may be seen to represent a potent new style of terror–not as complex as 9/11 or Mumbai but not an entirely “lone wolf” style attack, such as the hostage-taking in Sydney last month. The attack is linked to a global terrorist organization but was carried out by homegrown extremists. This is a model that, in business parlance, is easily “scalable”–there are, unfortunately, lots of radicalized Muslims in Europe and even some in the United States, and many of them can travel to places like Pakistan and Yemen where it is easy to link up with major terrorist groups.

The Western response must be twofold.

First, do more to shatter groups such as ISIS and AQAP–to prevent them from controlling territory that they can use as a training base for foreign jihadists. We are very far from achieving this objective today, given widespread reports that 1,000 foreigners a month are traveling to Syria to join the fight. Defeats for AQAP and ISIS also dim their luster and make it less likely they will attract more adherents in the West–no one wants to join a lost cause, not even a would-be suicide bomber.

Second, do more to track down and stop homegrown jihadists before they strike again. The French security services, for all their effectiveness (and it is considerable), failed in this regard because all three culprits had been in and out of custody. All three were known to be violent jihadists yet they were free to roam at will, apparently falling off the French radar screen because the security services were so overwhelmed with tracking fighters heading to and from Syria. The French government is right to push for expanded surveillance powers. The U.S., Britain, and other frontline states should follow suit–or at the very least not stop effective surveillance programs which became so unfairly controversial after Edward Snowden’s treasonous revelations.

France, the U.S., Britain, and other states also need to think about how they should act once jihadists are identified–is it possible to detain them or even expel them before there is solid evidence that they are about to carry out a massacre? Such actions may seem antithetical to the idea of free speech–no one should be punished for their beliefs. And there is no question that abuses have been carried out in the past in the name of preventing terrorism, for instance during the Red Scare of 1919-1920 when hundreds of socialists and anarchists were deported.

But courts do grant protective orders against those who are believed to be violent without waiting for them to carry out an actual violent act. Might it be time to institute some similar system with those who advocate terrorism–not fundamentalist Islam but actual terrorist violence? I’m not sure of the answer, because this would raise legitimate civil-liberties concerns, but it is at least a question worth exploring in the wake of attacks such as the one in Paris–or at the Boston Marathon. We cannot just sit back as ISIS and al-Qaeda play out their deadly rivalry at our expense.

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