I'm no fan of the ads or the styling, but I would assume guys buy them to cut things, just like any knife.
Reminds me of a Tulsa gun show I went to years ago -'80's - this guy was parading around in blue BDU'S, black nylon field gear, and had a fully decked out stainless Ruger with a practice rifle grenade on the muzzle. He was about 110 pounds overweight.
Snicker as much as we did, the Ruger was still a firearm, fully functional, albeit in the hands of someone who appeared less so.
If Dark Ops appeal to some who like pimpin' hot styled knives, it's more a matter of taste, not function. Granted, some knives have so much style it's garish, or reduces usability, but who hasn't bought one like that?
I heard the same kind of talk about serrated tanto blades at the same gun show. Just didn't like the ninja Rambo stuff.