Long shot but I could see this being a sneaky ad targeting the same type of person who buys clothing with “infidel” written in Arabic and goes around explaining that to anyone who will listen. Bonus points if they totally would’ve joined the military during the GWOT era but didn’t want to end up punching a drill instructor/sergeant/whatever the taxi service and chair force have.
Billy Badass and friends give a bump in sales so they can find opportunities to spread the “knowledge”, people think about the product more than they otherwise would due to controversy and if the response is overwhelmingly negative, the company doesn’t even have to play the damage control game since their fingerprints aren’t anywhere on it.
Not saying I think this is the case but it’d make for an interesting leaked memo.