If you swap 'Users' for Population and 'Management' for Military, it's a pretty good analogy of the way companies sell.
Traditionally, companies have sold into management structures who have then pushed downstream into their users. Installed software companies are a great example of this. If you buy installed software you're making a big investment and taking some risk. The sales focus is on getting the management to buy or adopt. End users usually have no say in what they end up with.
Increasingly, and espectially with SaaS models, the emphasis has changed from selling to management, to selling (through adoption) to end users. The parallels to asymetirical or irregular warfare are striking.