&gt; their branding is &quot;pure, original, undiluted Islam&quot;<p>That&#x27;s actually true, and it&#x27;s not just &quot;branding,&quot; nobody can deny them that they are qouting the words in the primary holy books. And still some people believe in &quot;peacefulness&quot; of that &quot;pure, original, undiluted Islam.&quot; It&#x27;s the opposite: only by &quot;diluting&quot; (honestly reforming) it can the violence induced by it be avoided long-term. But it&#x27;s easy to imagine how those that don&#x27;t want the reform will behave: more &quot;pure, undiluted&quot; acts.