As to militarization of hunting, hunting tech has always followed military tech. When hunters were using falling blocks, rolling blocks, and even muzzleloaders, the military started using lever action repeaters. A few civilians bought them at first, but widespread popularity came a few years after they hit the battlefield. Soldiers carried them, became familiar/comfortable with them and were impressed with their performance, and bought one for themselves when the got home. The same trend happened with bolt actions sporting box magazines and spire point bullets. Then again with semi auto rifles, and now more recently with the modern AR platforms. I believe it was into the 60s before military rifles started looking "tactical". Before that, everything had a walnut stock. As far as the commercial goes, I haven't seen it. But it sounds like bad taste, but I think modern technology doesn't automatically make something bad taste. I'm not going to judge somebody else for the equipment they use, but for their attitude when hunting.
Matt