It's not too bad, I just wish they'd move away from the whole booted off the island thing, I'm sure that if they tried they could think of something better than booting the losers off like maybe giving them some sort of time or equipment penalty. On the bright side, at least they're not voting the celebs off but having a shoot off instead.
As for it being a long commercial for the military, I don't think that it is, it's more a commercial for Lifelock and Ford. But so what if it is? It's about damned time that our military got a little more recognition for what they do day in and day out. Plus I think it helps put a human face on our mlitary and it lets people, esp. the anti-military liberals, see that our military is made of regular people, even the members of our elite like the SEALs, Army Special Forces, etc. are just down to earth people and not some faceless mob or psycho, Rambo, nut jobs.