I agree that it was a ballsy move, although when you sign up you know that there is the possibility of being KIA but at the same time you never think that it's going to happen to you...until it does. Also so much of the press coverage (at least here in the states) is how many people have died since the start of the war. So in that respect, the ad is openly acknowledging the fact that so many have died in a conflict that is widely covered by the media.