From customers and soldiers

And what about us existing customers?" I have often heard this or something similar when it comes to new ideas for making service in the armed forces more attractive and attracting additional applicants. People also like to talk about human resources.
To be clear: we are neither a resource nor a customer! We are soldiers and in extreme cases we risk our lives to "... faithfully serve the Federal Republic of Germany and valiantly defend the right and freedom of the German people, ...".