The video of Alan Henning's murder by Isis fanatics has appalled the world, but another video released by the group on the same day was almost as disturbing.
Titled Message of the Mujahid, the video shows another Isis militant with a British accent directly addressing the camera.
Unlike the videos featuring 'Jihadi John', this man makes no attempt to conceal his identity.
Although he isn't named in the video, he is believed to be Abu Saaed Al Britani, who according to some reports, is a former supermarket worker from southern England.
The video, which, unlike those of the beheadings, is poorly edited, hints at increasing level of desperation by Isis, perhaps concerned at the threat from the skies posed by coalition air-strikes.
"If you were real men you will send all of your forces down on the ground," rants Abu Saeed. "You will not bomb us from the sky, you will send them all down on the ground fighting us one-by-one, but you know in the hearts of your men, they're cowards," says al-Britani, whose right arm is in a sling.
Despite the fact that Isis comprises fanatics from dozens of nations, Abu Saaed says the fact the US has sought a broad coalition – including Sunni nations – is a sign of Western weakness. "So America, you think you are a superpower, when in fact if you were a superpower, you wouldn't need these 40 nations to come and fight us."
The bearded, bespectacled militant calls on Muslims to leave the UK, where he was raised and which he appears to loathe, and go to join the Caliphate in Syria and Iraq.
"What does the West have to offer you? What does that filthy despicable country (the UK) have to offer you? Nothing."
Most chillingly, he calls on those Muslims unable to perform hijrah (go to Islamic lands) to commit atrocities wherever they are.
"A message to all of the brothers who cannot do hijrah, I advise you to respond to the call of the sheik, the mujahid Mohammed al-Adnani, to cause terror in the hearts of the kuffar. You are living in the West, you can cause terror in the hearts of the kuffar, right in the centre of the kuffar, you can cause terror right from within."