lets also understand that every one of these retired .mil guys is on youtube for the money (rightfully so). They are creating entertaining content that either promotes their own line of products or products made by brands that compensate them for their work.
Sig has done a great job of getting their brand woven into content - just pick up a book from Jack Carr and his characters are armed with Sig guns. Watch his Youtube video and see a PAID promotion of Sig products.