If I may,
I do believe it is on the students environment, culture, and exposure. For me, I was always around service members and their service as well as my grandfather and fathers' service inspired me to pursue a SA. For others, it is the same. USMA, USNA, and USAFA are held in high regard, at least in my community.
On the flip side, there are plenty of other students that are not about the life (the hardship/strictness of military life). There is also a negative connotation of the military where they believe everyone is going to fight in a battlefield (with the exception of the Air Force). Because of that negative connotation, many students see it as a risk going into any branch other than the Air Force (ironically, I know more asians that have applied/attended USAFA than the other SA's).
This is just an observation from my environment and community as well as online forums (not English/American) and is in no way backed by any statistical survey of any kind.