Bush rolling out a new product in August

WaPo has lots of good quotes from the Council on Foreign Relations and other Serious people. The headline tells the story:

Iranian Unit to Be Labeled 'Terrorist'
U.S. Moving Against Revolutionary Guard

There's no point reading enemy propaganda, so I won't bore you with the details.

What I don't understand is why now?

It's not nearly close enough to the election to start a new war, so what the heck is Bush thinking?

And again, you never roll out a new product in August. Unless, of course, this isn't really the product, but the trailer, the teaser, the advertisement for the product. Hmmm....