Lone Survivor is a superb book. My impression was Luttrell was trying to honor his lost comrades and let people know WHY they lost their lives, not be a gloryhound. I suspect just writing it was cathartic for him as his team very probably could have gotten out to extraction without harm if they had done something many people would have regarded as a "war crime". IIRC, a very very large part of the book is spent talking about his team members. Luttrell doesn't seem to me to have been a Jesse Ventura; he gets pulled into the spotlight and speaking engagements because he has a compelling story.
That's what I got out of his book.
Don't pick a fight with an old man. If he is too old to Fight, he'll just kill you.