Israel's "incursions" into Gaza are supposedly a big deal because Civilian Deaths. Hamas hopes to use that to build international pressure against the country, and in some quarters, they achieve a degree of success.
A statement from the Palestinian government said it "condemned in the strongest terms the heinous massacre committed by the Israeli occupation forces against innocent Palestinian civilians in the neighbourhood of Shejaiya".
The office of Palestinian president Mahmoud Abbas issued a similar statement condemning the "massacre".
Images of the corpses of women and children lying in streets were posted on Facebook as hospitals were overwhelmed with the dead, injured and those seeking sanctuary from the onslaught.
Palestinian human rights organisations also warned that the disproportionate number of civilian deaths could constitute a war crime committed by Israel.
That's utterly cynical; there's a reason why Hamas builds bunkers for its leaders under hospitals, there's a reason why they fire rockets into Israel from areas populated by civilians, and there's a reason why they don't build shelters for their civilians: in their view, the deaths of hundreds of their own civilians in retaliatory attacks are ideologically justified, just as al Quaeda and various splinter groups consider mass murders and maimings to be justifiable in the pursuit of their "holy war".
And so it is that despite their condemnation of "massacres" and dark hints of Israel's "war crimes", Hamas continues to fire missiles targeting Israeli civilians from the shelter of civilian populations in Gaza.
Perhaps that whole Geneva Convention thing was a bad idea; well intended, but unrealistic: throughout human history, wars have resulted in massive civilian casualties. In the last world war, entire cities were decimated: Germans rocketed London, Allies firebombed Dresden, Americans nuked two Japanese cities. And when Islamists stash weapons in mosques while firing them from civilian areas, it seems clear that although they hope to capitalize upon international revulsion over civilian casualties, they harbor no such revulsion themselves.