The US military has set up a new unit to "promote its mesage" in the media and on the internet. While being sold as correcting "innaccurate" stories (such as those saying that the US is losing the war), the purpose is clearly domestic propaganda. While part of the operation will focus on official spokespeople, there's also a heavy emphasis on "surrogates" - "unconnected" third parties whose job is to echo the official line, giving it a veneer of independence.
This sort of domestic propaganda operation simply has no place in a democracy. Democracy is supposed to work by public debate and the consent of the governed - but what the US government is saying is that it should use deceit to shape that debate, in effect manufacturing that consent. That sort of behaviour is more reminiscent of totalitarian governments like North Korea, or Stalin's Russia, than a democracy like the United States.