We are only two weeks into the new year, but if these two weeks are any indication of what is yet to come, then 2013 is going to mark a large shift from 2012. If 2012 was dominated by talk of Iran, 2013 is going to be dominated by talk of settlements. While the constant worries over what the government would do about bombing Iran did not always resound to Israel’s benefit, it was a conversation that at least focused on Israel’s security and the proper response for Israel to take against threats from Iran. The conversation about settlements, however, is not one that is going to focus on threats to Israel or Israeli security, but rather on Israel’s problematic behavior in the West Bank, and it is an issue that is bound to be a losing one for Israel.

Much of last year was filled with speculation about whether Israel would strike Iran until Bibi Netanyahu put an end to that with his speech at the United Nations. Lots of ink was spilled both trying to predict what would happen and analyzing whether bombing Iranian nuclear facilities would be a smart move or not. All of this undoubtedly caused some degree of negativity toward Israel because many folks – including the bulk of the Israeli defense establishment – felt that bombing Iran would be reckless and unnecessary, and in the end this pressure was at least partially responsible for derailing Netanyahu’s evident plans to do just that. Nevertheless, keeping the focus of the discussion surrounding Israel on the potential bombing of Iranian nuclear sites was in other ways good strategy, which is why Netanyahu kept on stoking the fires. Yes, it entailed observers railing against Israel for contemplating setting the region on fire with a strike on Iran, but it also forced people to think about Israel’s security, the threats that it faces, and the virulent hatred of Israel and Jews – no, not Zionists, but Jews – expressed by the Iranian government.

When it comes to settlements, Israel gains no such benefits. Despite the fact that the Israeli government claims that settlements are a security issue, nobody really buys this excuse. A bunch of settlers armed with rifles along with their families are simply not going to serve as the last line of defense against a horde of Arab tank battalions rolling over the border from Jordan, not to mention that such an assault is not coming. 350,000 Israelis scattered around the West Bank are also not a defense against Palestinian rockets, which don’t come from the West Bank because Fatah is not yet in the rocket shooting business and because the IDF – rather than settlers – is also currently positioned to stop them. In the 21st century, the line that settlements are a defense against anything is just not credible or believable. When settlements become the main issue that people focus on when it comes to Israel, the spotlight is trained not on threats to Israel but on Israel’s treatment of the Palestinians and desire to hang on to the West Bank. Literally nothing good comes out of this conversation for Israel, and all it does is highlight the worst possible side of Israel and its government. For an extremely small subset of people it serves as a reminder that Israel has a strong historical and cultural heritage in the West Bank, which is after all the land of the Bible, but for most people it serves as a reminder that Israel is militarily occupying the West Bank and that this situation is looking more and more permanent every day.

The response to the Bab al-Shams outpost in E1 is a perfect example of why the Israeli government is destined to lose when the focus is all settlements, all the time. After the outpost was illegally erected, the government evicted the Palestinians who had set up camp there and claimed that this was a necessary security measure and that the area was now a closed military zone. Nobody really believes that this is a security issue, and the glaring double standard in which illegal Israeli outposts are left to stand for months and years or even retroactively legalized has been noted far and wide. The domestic politics aside, this is an unambiguous losing issue for Israel, but because it has proved an effective tactic for the Palestinians, it is guaranteed to play out over and over, with Israel looking increasingly inept and even foolish in the process.

Lest you think that settlements are not going to be the talk of 2013, just take a look around. Bab al-Shams and E1 have taken on a life of their own, Naftali Bennett and Habayit Hayehudi – advocating an annexation policy – are a near lock to be in the next coalition, future Likud MK Moshe Feiglin has called for paying Palestinians to leave the West Bank, a significant swathe of Likud MKs favor annexing Area C or permanently maintaining the current status quo, and settlements and the settlement budget are expanding rather than slowing down. The craziest part about this is that on the right there is a desire to have settlements become even more of an issue rather than tamp down the settlement talk, as they see it as good politics and as a way of putting a dagger through the heart of the peace process for good.

It doesn’t matter that settlements are not the original cause of Palestinian discontent, or that there are larger obstacles to an effective two-state solution. The focus on settlements is very bad for Israel, and the longer it goes on the worse off Israel becomes. This is not an issue of public relations but of policy, and the Israeli government needs to understand that sooner rather than later. 2013 is well on its way to being a year in which the world, American Jewry, and Western policymakers hear a lot more about Israel creating a situation in which there is no Palestinian map than about Iran threatening to wipe Israel off it.