You could argue that the US military uses ego very successfully. The money isn't good all things considered but it is reliable/stable. So, I think it is a mix of M and E.

Now imagine if we make universal health care and universal college education free of cost and available everywhere to everyone regardless of income. I bet military recruiters' job will become a lot harder.

This makes me wonder: why can't we use ego in civil service? I'm thinking police, firefighters, and transit workers (from the bottom all the way to top management). Because after all, if we want to reduce cost (and I hope we all do) then what's better than to reduce pay?