The whole point is convincing developers that they are in a 'war' and that making the ultimate sacrifice (i.e. giving up their life just so the delivery date can be made) is acceptable, even heroic.
As someone working for defense it's hilarious how civilians use this kind of wording without any real understanding of what it means. The constant use of the term in the Phoenix Project bugs the hell out of me too.
It's yet another attempt for software enginerds and managerial bullshitters to make themselves feel more important than they are, because god forbid they say it like it is and just call it "how to lead a team when the cushy years stop"
Or, just stop using over-bloviated metaphors for first world marketing creating fictional scheduling crises.
Not making you dev schedule is not a "fire", much less a "war".
Maybe try getting outside once in awhile and clearing your head of this make believe bullshit...