If you see it on the DC metro, the buyer is a Hill staffer or a Pentagon action officer; if you see it at the Super Bowl, the buyer is you (assuming you're an American taxpayer), to help maintain a certain amount of public political capital when Congress starts looking at whether they want to fully fund TR-3 and Block 4. Cutting a military program popularly seen as successful is a whole lot harder than cutting one popularly seen as a wasteful failure, and doesn't garner the politician behind it nearly as much positive PR.