"Systems are getting more technical, so making them easy to operate is a strong selling point, " says Bystrom.

CNN: Hard sell: Marketing missiles not for faint-hearted

Over the years the RBS70 has been sold in 18 countries, though Bystrom says he doesn't think it's ever been used in a combat situation.

CNN: Hard sell: Marketing missiles not for faint-hearted

Democrats, Bystrom says, traditionally exploit the gender gap to their advantage in this way, but the Obama campaign has done away with subtleties in swing states.

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