You know, being pretty much an unabashed Capitalist...well, a firm believer in the Capitalist system anyway...I don't have any problem with folks exploiting a profitable market niche.
However, part of that is always royalties being paid to those who have created the "market impact" of the image.
Sports teams, athletes, actors, singers, all of them receive royalties for the use of their "image".
The same should apply here. Paid not to the individuals, who likely would refuse them, not to the SEALS program or any part of the US Military, but rather to support all those who have given so much in service to our country.
The Wounded Warrior program comes to mind, but I know there are many others that help and support all levels of those who have served and their families.
I only hope that those who do profit from the sacrifice of those brave soldiers had the decency and conscious to repay some of the debt we all owe.
How much is enough? 150% of the profits doesn't come close to repayment, but I know this is a business. Let us hope it as much as that paid to other celebrities in royalties...and then add a percent or two, just because it is deserved.