I just Googled "rhetoric." The top search result defines rhetoric as "the art of effective or persuasive speaking or writing, especially the use of figures of speech and other compositional techniques." Rhetoric is one of those topics that is fundamental to our society, and one of three ancient arts of discourse. But, something interesting about rhetoric has been going on for the last half-century, and modeling and simulation (M&S) is at the core of the excitement. A quick diversion to Syria and Palmyra with Wired Magazine's article entitled "A Jailed Activist's 3-D Models could save Syria History from ISIS." Bassel Khartabil created 3-D models of the ancient ruins of Palmyra and is currently jailed in Syria. There is a group of online "activists, archivists, and archaeologists" releasing 3D models under the name The New Palmyra Project. First, this is a welcome project and a great humanitarian cause. Second, New Palmyra is an example of how rhetoric has been changing in the digital age. Rhetoric is no longer limited to videos, photographs, and written texts. Models, in the form of models of geometry and dynamics, represent the new rhetorical force. If you want strength in your argument, you rely on models. The Climate Change 2014 Synthesis Report Summary for Policymakers is based on multiple models of climate. While data charts are interesting, it is what is hidden behind the data that is even more interesting: models of how climate changes, with its many effects (e.g., flooding, wind damage). Speaking as a member of the modeling and simulation discipline, we need to embrace modeling with a capital "M", meaning models of information, dynamics, and 3D models like those initiated by Bassel Khartabil.