I think he's getting at the idea that there is a (false) hierarchy of authority figures used in discussions of things like guns and knives. It starts with the loathsome (and mythological) "mall ninja" and ends with either some corporately sponsored competitor/TV personality or elite military unit.
This hierarchy enables the invoker to debase one opinion by associating it with someone low on the list, while bolstering another opinion by associating it with someone higher up. "Prepper" = jackass, "USMC Gunny" = saintly figure. Forget the possibility that the Gunny might be a prepper.
It is tiresome on both sides, since we all know military crackpots as well as very smart "amateurs".
The argument that trumps all of this is that "batoning" is not new, even if its notoriety is. Neither are zombies, big field knives or doing things the hard way.