I live in Colorado Springs and I am friends with the former O-line coach at AF before Calhoun was hired. He said recruiting to a service academy was the hardest recruiting job he had ever had. Why? No NFL contracts dancing in their heads. You're not going to the NFL (at least not right away). You are going to basic training right away (before you even go to football practice). You are going to get up at reveille and do calisthenics with the other cadets before you go to class.
At the Academy, honor, duty, and commitment to excellence are more than words on a wall.
And they take those men that are willing to make that kind of commitment and turn them into a highly disciplined unit that can go beat 5* recruits at Notre Dame.