Good question, one that requires some deep thinking.
Two events - massacre/hostage crisis at a controversial magazine, massacre/hostage crisis at a kosher market. At first blush, you would think the perps hate Jews and people who insult the prophet Muhammad, but that can't be right, because Islamic Jihaddists believe that and these were people who "had nothing to do with Islamic religion".
There were reports that they shouted "alluhu akhbar" while they were murdering their victims but that can't be true, 'cause then they would be mistaken for muslims and who would want to be lumped into a group that they had nothing to do with?
No, this had to be an enormous coincidence. The perps must have picked these places for some other reason, because why kill and die for a cause that you don't believe in?