I do find the idea that showing up counts for a lot, quite romantic (in a good way). Even in the more dubious cases like Viktor Bout [0]. But for the most case it's not an area where I'd personally want to "show up" in. I'd much rather we semi-privatized disaster relief than war.
[0] That documentary with all the home footage is pretty cool, so is "bulletproof salesman".
The problem with the military is that it has unlimited downside. You're literally giving up your freedom. I don't really think western armies experience the realities of war either, at least not to the extent of their opponents.
I think pretty much anything you can do in the military you can do better in civilian life, you just have to be a bit creative. You rarely hear about it though, because no one is trying to recruit people for it. Here's kind of one example though: http://www.theamphour.com/220-an-interview-with-shaun-meehan...
[0] That documentary with all the home footage is pretty cool, so is "bulletproof salesman".