Are droves of young men really being driven into the ranks of the army in frenzies of desire? I somehow doubt it.
As for the "droves of young men", propaganda works. The fact that the military had cooperated with 10k Hollywood Films attests to that. They may not join for her, but it all adds up in the effort for painting military life as cool.
So is the problem you have being the military using sex to sell(or recruit), or that their message is that the military is painted as being cool?