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one of the reasons for al-Qaeda's recent decline has been its general exposure -- or branding, if you prefer -- as an extreme salafi-jihadist movement rather than as an avatar of Muslim resistance.

Bin Laden's heavy focus on Israel is not new, despite the frequent attempts to argue the opposite. He has frequently referred to Israel and the Palestinians since the mid-1990s. Whether he "really" cares about it is besides the point -- he understands, and has always understood, that it is the most potent unifying symbol and rallying point for mainsteam Arab and Muslim audiences.

Bin Laden also quite interestingly forgoes talk of a clash of civilizations between Islam and the West, and seems more keen to try to exploit internal American divides.   His focus on the "Israel lobby" and his call to "liberate" Washington D.C. from the various lobbies and corporations allegedly controlling it is a far cry from a monolothic model of an irredemiably hostile and unified West crusading against Islam. 

His presentation of this strategy as a war of attrition

Al-Qaeda has been on the retreat for some time.  Its response thus far to the Obama administration has been confused and distorted.  Ayman al-Zawahiri has floundered with several clumsy efforts to challenge Obama's credibility or to mock his outreach.  But bin Laden's intervention here seems far more skillful and likely to resonate with mainstream Arab publics.   It suggests that he at least has learned from the organization's recent struggles and is getting back to the basics in AQ Central's "mainstream Muslim" strategy of highlighting political grievances rather than ideological purity and putting the spotlight back on unpopular American policies.