Not living in the US, I must say, I find some of these things slightly amusing. Military institutions (all over the world) often have to compete with their civilian equivalents for the talents available, especially if we are talking skilled workers. Air force pilots gets tempted by civilian airlines, army engineers by civilian companies, naval officers by corporate shipping lines etc.
Some of the things the military has to offer is either better benefits, citizenship, pensions, access to education/college for yourself or your kids, whatever. Apparantly bodily modifications have been added to the list. Big deal.
Who knows, perhaps the US army needed a facelift in general ? B)