Such arguments are making their way into the lifeblood of the Israeli political mainstream, analysts say.
The article was published as Israeli nationalists marched through occupied Jerusalem [Source Credit: Getty images]
"Palestine must be obliterated," the now deleted column read, "in order to make peace".
Jeffrey Camras, the author of the piece, is an American writer who reportedly lives in Chicago.
While telling Palestinians to give up their idea of homeland - saying that "if you want rights, you have to give up your nationhood" - he even offered Palestinians descended from Jewish residents of historic Palestine, and willing to reject their Palestinian identity the opportunity, for "their return to our civilisation".
"Shame on the Times of Israel for publishing such a venomous article," tweeted Jamal Dajani.
In 2014, when Israel was pounding Gaza and killing scores of civilians, Yochanan Gordon from The Times of Israel asked readers "what other way then is there to deal with an enemy of this nature other than obliterate them completely?"
Then, as now, The Times of Israel’s article was published and then quickly deleted after a furious backlash from Palestinians.
The rejection of Palestinian identity is common among many in Israeli society, particularly the hard-right who are now in power in Israel.
Extremist Finance Minister Bezalel Smotrich earlier this year declared there are “no Palestinian people".
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