This. I was going to post exactly about this POV, so I'll just add a though to it.
The same way the fighter does not know his power does 2W, he also may not even define that specific action as a "Power". Martial powers are called exploits and not maneuvers, and I think, being a concidence or not, it helps this way of rationalizing.
The martial character does not realize that he can perform a special attack each day that deals much more damage to his enemy, he just try to deal lots damage in each attack, and from his POV, from the immersion POV, one of those really was more brutal than the other attacks he made.
He doesn't do it consciously like "Ok, now I'm going to use my special attack. Bruuutaalll Striiiiike!!"
The same with the warlord. He is always trying to give his allies the best course of action, he is always coordinating the attacks, shouting and doing his tactical stuff. But the character, again from the immersive POV, doesn't know that he has a special shout that allows one of his allies to immediately charge an enemy. He is always shouting, always telling other the best way to act, but maybe they just don't obey, or don't hear him in the middle of the fight or they don't understand it. But sometimes they do. That's when the metagamish component takes place and the Power is activated.
That's not intended to be a house rule or solution to everyone, that's how I'll probably "rationalize" most of the martial powers.
I thinks it's much better than the "enemies don't fall for the same trick twice".