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I'm not sure that's fair to the genre (Lendon is speaking only of Appian there, as I recall?). Lendon concedes the genre is fundamentally tethered to actual delivery, even if the speeches themselves are inventions....
...I'd suggest that the purpose of those speeches is suited to their conventional, somewhat boring delivery. Civilian rhetoric was meant (as Cicero says, over and over) to stir the emotions. Whereas I think the ancient battle speech is meant more to calm them.
The basic structure of "here is why the enemy is scary, here is why we can still win, here is why we must win" is a pretty effective way to calm terror. There's elements of CBT in it (validate the feeling, present a more helpful mode of behavior, explain its value).
And if you are trying to calm, rather than inspire, boring and stately rhetoric is the way to go. Less great for the modern reader, mind you, but probably more effective in the moment than the faux-inspirational Hollywood battle speech.
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