Cognitive warfare is not only an attack on what we think. It is an attack on our way of thinking. Not only about the conduct of warfare but about whole-of-nation security and prosperity. And one of its unique properties is the extent to which we do it to ourselves. We participate. The adversary, in the age of hyper-connectivity, need only show up, inject, nudge, exploit, and disappear. The concept of ‘below the threshold’ conflict becomes meaningless when we prove ourselves capable of losing without fighting.