If only it was that clear cut.
Actually higher personel, as well as guards and soldiers were known to be extremely sadistic, from using women as sex slaves (the "joy divisions"), to cruel games with killing, maiming prisoners for fun, and everything in between.
It wasn't just "following orders". There was sadistic enjoyment, and sense of a higher race getting rid of unwanted parasites in lots of these people.
That some prisones built crematoria and operated infrastructure (under threat of death) is just a technical detail.
He was a kind of their mascot against "the reds" and against unruly workers and working classes in the US.
Also, contrary to some belief, before and even during the war, the US mostly could not care less about the plight of Jews at the time, even when it was known what was happening to them. E.g
http://en.wikipedia.org/wiki/MS_St._Louis
http://en.wikipedia.org/wiki/History_of_antisemitism_in_the_...
Not sure were you got this idea that guards mostly involuntarily and under force did what the did, without active (and sadistic) participation...
My point is that nobody can really blame individuals, who are protecting their ass, for participating on evil.
We probably both agree there is something wrong with overblown prison system. But we would hardly blame prison guard for participating. Also we would probably agree to punish prison guard who helps prisoner to escape.
Also some innocent civilians died in last Intifada, but nobody is demanding head of soldiers who killed those civilians.
Just compare it with US prisons or Gaza, everyone is fine with those today.