I first saw one of the dedicated "entertainment Humvees" at a local festival a few years back, and I had sort of the diet/lite version of your discomfort.
My initial thought was "Is that thing armed?" and then I realized that there was just no place they could fit guns in amidst the pulsing neon, pounding subwoofers and general TV screens.
Then I thought to myself "Now hey ... should my tax dollars go toward letting soldiers crank their songs and watch Blu-Ray?" but that lasted about two seconds before my mind came back with "Morale's a big deal, why would they ignore such an obvious, portable and modular way to give troops a boost? And once you have the thing, why
wouldn't you bring it out to entertain civilians when the opportunity arose?"
Then,
finally, I wondered whether they had some recruiting agenda for being at the festival. My conclusion was "Yeah, of course ... but they've got a great big honking mobile entertainment center, and if there primary message is 'Hey, we're the military! We've got high-def plasma!' then that's both accurate and fair."
Likewise: "Hey, we're the military! We take gaming
way more seriously than even the game-stores do!" is (in this case) both accurate and fair.
It's likely that because of this message some people will make decisions they live (or don't) to regret ... but that's the nature of most marketing, isn't it? I think it's the same synergy-of-opportunity as the
"Halo 3 Limited Edition Mountain Dew Game Fuel".