Stay the whatever

So Bush has now said "It was never about 'Stay the course'" - and of course everybody collects the times he said STC, and what I notice is that when Churchill, for example, said "We will fight them on the beaches" or "This was their finest hour" or "the end of the beginning" he said them, goddammit, once, in total. He didn't feel the need to hammer them in every time he opened his mouth. Lincoln didn't repeat his lines, either. When did this settle upon us?