A large part of my experience growing up was a family business that catered (literally, served food) to a local National Guard. Now, I know that's not the army, but I have also spoken with soldiers who are currently serving, at least those who take advantage of the GI Bill.

I think that once they're in and have been through boot camp, then yes, I agree, they have bought in to the lore.  By the way, I'm not saying that all of them have disowned that macho bullshit. It definitely plays into some enlistments.

The recruiters talk an excellent game: opportunity, training, free school, etc. Money.