Okay, here goes my assessment. 90% of soldiers will buy what is sold at the PX, including crap knives sold in booths between the permanent stores, and be fine with that. For the most part, this amounts to Cold Steel SRKs, CRKT and Spyderco folders, Ka-Bars (including that strange-but-interestingly angled tactical knife) and a rather broad assortment of multi-tools. Five percent won't even buy those knives and consistently piss of their battle buddies by always borrowing a knife to open MREs and then talking aobut how they don't need a knife.
The last five percent will buy quality knives. I put word out about the Randall deal where they will make you a knife on a compressed timeline if you are active duty, especially deployed, and got a lot of interest back. I count eight or so people in my company as "a lot." One of my corporals carries a Strider folder that he bought at Quantico Tactical just off post. He has been deployed for three of his five years in the Army and just wanted a "sweet" knife. I bought my SLs and PSG Benchmades and had their name, rank and call sign engraved on each. Of the four of them, only one would have bought a knife that nice with his own money, so I made Christmas/pre-deployment presents out of them and got one for myself. Espirit de corps.
Can a single soldier of any rank afford a custom or semi-custom fixed blade? Hell yes. If you have ever been around a soldier, you know that they are sometimes ridiculously loose with their money, especially immediately before and after deployments. The problem is that most soldiers spend impulsively, and the local businesses make a killing on it. My corporal probably paid a hundred dollars more to buy his Strider from Quantico than he would online, but he got instant gratification and he is happy with it.
That is how most soldiers work: they don't bargain shop or plan their spending in advance. Look at the businesses located off post and you will see that there is a killing to be made taking advantage of this fact. If a high-end knife dealer set up shop outside Fort Riley, he would make a killing. Gun dealers make probably 80-100 percent mark-up around post, and guns are a hassle to own as a soldier. High-end knives you can carry every day. Enough said. A market is there if someone will make it.