A dysfunctional military, itself a symptom of a dysfunctional governent (and a civilization in process of collapse) is utilizing theatrics to distract from its failures and shortcomings - specifically, the disasterous Iran War (itself started as theatrics intended to distract from government corruption and dysfunction)

In this instance, they are leveraging well known right-wing media personalities, whose brand commercializes toxic masculinity, in order to paint a military that can no longer equip, organize, or supply itself effectively as being more effective through the perception of a campaign that makes them more desirable/manly - a campaign run and organized by successive ranks of failed media personalities that have been installed into positions of power.

TLDR: We are all gonna die, but first it's gonna get real fucking stupid.