I always thought that meant the ‘rush’ of folks that were on their way to do the same thing you were doing. I was wrong as I found out when watching the History Channel on a history of the Icebreaker!
The U.S.R.C. Rush was a United States Coast Guard Cutter sent off the Alaskan coast to put a stop to the whaling and hunting of seals outside the federally allotted season. At the time, the Seal population was being decimated by hunters for their blubber.
So, for those folks who still wanted to whale and hunt, they had to ‘Avoid the Rush!’.
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Good question! I'm going to have to go do some more research.