Israel-Palestinian Conflict Comment

Here's the question:

Insofar as the Israeli-Palestinian conflict is a media war, meaning that the success of either side lays in their depiction in the media--whichever side is seen in a better light (usually whichever side is being MORE victimized at any particular time) is the "winning" side for that time--why would Israel decide that THIS of all times (while Hamas and Fatah are killing their own people in their own streets, making them look greedy, selfish, and barbarously violent) is a good time to go into the West Bank on some huge operation?