When Israel is criticized about its rights-abusive policies in the West Bank and Gaza Strip, the refrain most often heard among local politicians is that the government's hasbara – the Israeli propaganda machine – is inadequate. The problem, in other words, is not what Israel actually does to the Palestinians, but rather the inability to get its positive message across to the international community. This is usually referred to as "rebranding Israel". The underlying assumption here is that the merchandise is fine, and only the packaging needs to be replaced.

Rachel Krys' recent argument about the crisis of human rights is based on a similar logic, even though she is writing about a different issue. She tells us that most people in the UK do not support human rights, while arguing that this is happening because human rights are presented in a way that is disconnected from people's everyday lives.