My initial reaction to the whole America's Army campaign is the perversion of using war imagery and footage for a recreational purpose. I remember seeing the commercial for the game and it mixed in real footage of people in a military campaign, shooting weapons in a residential area, with in-game graphics. It seems very inappropriate to blend something that horrific with a video game. While violence in video games is nothing new, I think this particular tie-in with real life seems disrespectful to all those involved in the war.
However, there is something to be said about the success of the campaign. They've managed to make the army incredibly trendy, and perhaps demystifies the fear people associate with the military. It'd be interesting to see how this directly affects recruitment numbers. It's also interesting in that in addition to a direct recruitment tool, it also is a very successful re-branding campaign for the army.