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Area Weapon
The traditional Gunner excuse when we miss a point target is that artillery is an area weapon, and we went for an area effect.
Then we start talking about fires and Non-Kinetic Strikes to distract you even more.
What Spams normally use on buildings in densely populated Iraqi cities to knock off a bloke armed with an AK-47 (which is in itself an area effect weapon - Pray and Spray).