Actually Yimmy, the Army has its soldiers test thier new equipment. If it works, great, they make a note of it. Then they compile all thier notes, send them out to contractors and wait for bids. It's called, business.
You actually think a general pulled the new design out of his ass and said: "Make it so!"?
You simply tell the contractors (from the above said notes, recomendations, etc.), you need a better camo pattern, a better color for X enviroment (where you think the chances of conflict will be), what kind of stiching, needs to have a standard boot, a knee / elbow pad system, etc.
As far as those photos go, you can have the same effect with woodland BDUs in a different setting. You don't buy something cause it's "cool" thats called being a "tool."