There's a certain logic to it...albeit desperate and strange.

Newsweek:

Sgt. Cory Elder smiled as he surveyed the field of battle. There were soldiers everywhere-300 camouflaged combatants gripping machine guns and barking into walkie-talkies. There were smoke grenades. There were Humvees. There was even an airplane. But despite all the accoutrements, this was hardly Fallujah, and these troops-in Coram, N.Y., last Sunday to play a paintball game called Behind Enemy Lines-were only weekend warriors. For now, that is. Hoping to convert today's wanna-bes into tomorrow's cadets, Elder, an Army recruiter, had stocked an "Army of One" tent with key chains, coffee mugs, footballs, baseball caps, T shirts and customized dog tags. Soon, a bunch of teenage boys were grasping for the prizes-and giving recruiters their names, numbers and e-mails in return. "This is our target audience," says Elder. "It's a perfect match."