It seems everyone takes their turn at some point. Some of it is perception and may really be outside the control of their respective communities.
Seemingly anyone can attach a label to a product. Deservedly or not, Navy SEALs are apparently a "hot" sell right now (or at least the people pimping the merch think so) in much the same way as merchandise like zombie apocalypse movies/gear or any product targeted toward pets and young kids. Plenty of mystique has been placed on the Marine Corps by popular culture over the years as well. Seems the only one left out of the mix is the Air Force.
When I was a little kid, I remember seeing an old movie on tv called "The Green Berets" starring some guy named John Wayne. It was the predecessor to "Navy SEALs" with Charlie Sheen. Green Berets were seemingly all the rage in the immediate post Vietnam era.
There was a whole series of Green Beret comic books:
Have we forgotten an entire movie franchise in the 80's built around Rambo?
As with the SEALs, there are plenty of Green Beret workouts and books to go around.
Barry Sadler had a Billboard No. 1 song about the Green Berets in the 60's. His was a life in the spotlight at the time that didn't always reflect great credit upon himself or the U.S. Army.
And
Jeffrey MacDonald's story made every major headline at the time with follow on movies about the murder as well.
All this predated a society that has the unprecedented access to information that we do these days. What would that look in today's society?