It's been extremely disturbing to see how much the culture of special operations military has changed in the past 20 years. Previously, Navy Seal and Green Berets operated in silent, keeping the sausage making of military special operations quiet and secret, just doing their duty.
Now, it seems like every Navy SEAL now publically writes a book, sponsors a coffee line, or slaps their name, likeness and story all over everything from T-Shirts to gun accessories to clothing lines. It's made a complete mockery of what has always been a silent service and honorable job, and it's spawned a HUGE environment of tacticool people who want to act and look the part.
And then a lot of these special operations folks have decided to cash in on the privatization component of special operations - we've seen the Venezuelan attempted coup, and this.
Crazy times...