To be fair, this “celebrity” phenom is not unique to the SEAL community. Lots of cashing in going on across all branches and I agree with you that people in this line of work need to shut their pie holes.
Indeed, why back when I was in my Quartermaster mess kit repair battalion [underwater] we were so secret even we didn't know what we were doing. Then along came MREs and they did away with the mess kits, and now I've forgotten what we did.
It was real secret though.