When al-Baghdadi was announced as a new leader in 2010 - following the killing of two other top commanders - al-Qaeda was seriously on the back foot, not just in Iraq but regionwide. In former strongholds like Fallujah, its fighters had been routed after their brutality sparked a rebellion by local tribes. In Pakistan and Afghanistan, drone strikes were destroying the cream of its senior leadership. And the following year, the onset of the Arab Spring revolutions, with their emphasis on democracy and human rights, made it look simply irrelevant.