One more real military person checking in. Well, I'm in Military Intelligence and working a desk job right now, so I guess I'm just half a soldier since I don't hunt actually shoot bad guys

. Anyway, at my desk job I carry a BM-31 bali and whatever pass-around knife I have for the moment, or my Camillus EDC. While I was stationed in Korea I carried the EDC most of the time, when out in the field I would carry a REKAT Fang. If it were an option I would carry a khukuri or a Becker, but in Korea I was limited to a 3" blade so I didn't dare carry any big fixed blades. My current unit has a 5" blade limit for deployments, so I'll probably get a Becker Crewman when I get sent to the sandbox. I've never been issued a knife of any kind, although in Korea we did have bayonets in the arms room. I know because I was voluntold to sharpen them.

Not that I minded.
Within the MI world, however, I am an anomoly for carrying even a pocketknife. Lots of folks have multi-tools, say more than half, but I've yet to meet a fellow knife knut in the service. A couple of guys I served with carried FRN Spydercos, Gerbers, or knock offs sold at the PX, but most got by with their multi-tools or nothing at all. I've no doubt I would be called Rambo a lot if I tried to take even a BK-7 on a deployment, not that it's an option anyway. I'm sure the situation is quite a bit different for combat branches, I would hope that they're a bit more pragmatic about such things.
As far as hype goes, just ignore it and buy a blade based on it's merits. The bottom line is that each individual carries a knife that meets his needs. It's pointless to buy a knife based on it's association with any particular group. The same khukuri that serves a Ghurka's needs in battle serves a farmer's needs in Nepal; or my needs while clearing brush in Pennsylvania. It's not a good knife because the Ghurkas carry it, the Ghurkas carry it because it's a good knife. The same applies to Striders, Busses, Randalls and Ka-Bars, as well as a plethora of other knives available today. If it's a good knife, chances are some military person out there is carrying one. Not because it's a 'military' knife, just because it's a good one. That's how I see it anyway.