Steve, as an Army ROTC instructor (University of Hawaii Warrior Battalion), I would like to point out another piece of this.
With my freshmen, it usually isn't the kids, it's their parents pressuring them to chase the ROTC scholarship. Close to 20% of my students came to the class because mommy and daddy made it clear that this was their only choice (yes, some are only here for the scholarship and it was their idea, but they are rare).
They are pushed in by their parents. If mommy and daddy were a little more thoughtful, they might have noticed the swarms of other means to the ends.
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