Those phrases, which Baby Boomer and Silent Generation lawyers use in court, aptly apply to the positioning of large brandname law firms after the story "The Last Days of Big Law" was published by THE NEW REPUBLIC.
Public-relations savvy law firms will leverage this development and all the attention it brings to get their own unique message out. Nothing could be better for branding. Like most things in business, this is a use it or lose it opportunity.
A major brandname can launch an advertising campaign, reaching all the way to the T-14 law schools, featuring itself as the Marines of the legal sector. The question would be: Are you tough enough to not only make it but create value?
Many institutions in the U.S. economy have reputations for being brutal places to work. One of their operating principles is Up or Out. A university might hire 10 assistant professors in linguistics when it only intends to retain one. So? That doesn't deter the hundreds from applying and the 10 from accepting the offers.
Capitalism isn't pretty. BigLaw not only is part of capitalism. It serves that economic system's movers and shakers. Those values have to dominate the firm. Otherwise the clients won't come.