probably unsaid is the fact that the reason the Army (and other services) are meeting their goals now is that the recruiters have switched from benefits-based selling to pushing patriotism. Regardless of what the TV ads say, when recruiters talk to young people face-to-face, they find that up-front patriotism is a great selling point.
"How would you like to serve your country and help defeat the enemy who is threatening our way of life?"
"Yes sir, where do I sign!"
Then you can pitch the benefits to close the deal. The USMC has always been like this (and their ads certainly reflect it). The Army can never match the legends and esprit de corps of the Marines, but they are catching on. I hope the new ad campaign reflects what is working for recruiters.
(Now if they can just get rid of that damnedable beret!)
In order to meet extraordinary numbers, the Army has been forced to mass market its appeal. As such, a significant portion of the Army is not the combat arms type. Unfortunately, this affects the Army image as a whole. But go to any Infantry/Armor/Artillery or combat aviation unit you you won't find any lack of esprit.
However, if you want to talk about "legends":
Murphy
York
Pershing
Patton
MacArthur
LeMay
.....
Go out on the street and ask somebody to name a famous soldier or general and what are the chances that they'll name a Marine?
"Legends" or legends to the USMC.
As they say, "There's history, and then there's Marine Corps history."