[lesdeuxmagots]

One factor is that they're just following the trends of broader society - influencer mentality has impacted every consumer facing industry, and makes it easier for more people to be involved in building up and monetizing a public persona.

About the privatization of specops - that would seem to follow the general trend of mercenary forces. As private military contracting has picked up on the last few decades, it's natural that special operations gets roped into that.