American defense concerns have always given weapons names that fit their function. For example, fighters such as the F-15, F-16 and F-18 were appropriately given names such as 'Eagle', 'Fighting Falcon,' and 'Hornet,' while the black-painted, radar-evading F-117 stealth bomber was dubbed the 'Nighthawk'.
As silly as these names can get, (Why not a Dayhawk? When is the Chickenhawk coming? etc..) you can see the cultural logic behind their specificity. They're meant to convey that such war machines embody the fierce, agile, even predatory qualities that define the brave birds that the aircraft were named after.
Hence the curious naming of the new 'Masada' assault rifle by it's manufacturer, Magpul Industries. Named after one of the first recorded incidents of mass suicide (in which 960 Jews besieged by Roman troops took their lives) the complexity of the rifle's title represents a fairly serious break with convention.
As though anticipating criticisms over having chosen such a potentially controversial name, in a PDF brochure for the weapon posted to Wikipedia, Magpul maintains that the company is neither "Jewish or Israeli backed," but that it has always found the story of Masada to be "a bold example of defiance."
If you want to get a sense of what informs so many American estimations of Israeli military prowess, you won't find a more revealing signifier. One people's loss is another's defiance. Or, one could conjecture that such takes on Israelis say more about American desires than what they think about Jewry.
In January, the Masada was licensed to the larger American arms manufacturer Bushmaster, who have since retitled it the Adaptive Combat Rifle.