A recent New York Times article reported that Australians think American veterans, active duty military, and our major brands are nationalistic crazy people who actively seek recognition for our military service.

The story begins with Virgin Airlines attempt to show some love to their Aussie veterans by allowing advance boarding and recognizing them in pre-flight announcements. 

Apparently, this type of promotion went over like a fart in church.  NY Time reporter Jamie Tarabay wrote. “The notion of a veteran singling himself or herself out for special treatment, some critics said, was distinctly un-Australian.”  

Australian author Mike Carlton took it a step further saying “It’s a very American thing to do. We’re not quite as loud or noisy as that …  Almost any veteran I can think of would be hideously embarrassed by being singled out like that .” 

Aussies also took to Twitter to show their displeasure at Virgin Australias campaign.

how do you feel about @VirginAustralia’s plan to give #veterans priority boarding and a special acknowledgement to thank them for their service, as is done in the USA?

--RT

— simon holmes à court (@simonahac) November 4, 2018

Other Aussies really smacked the airline around for their promotional offer.

What's this insanity I hear about singing national anthems and/or salutes before takeoff?

This whole idea is just gross, the worst bits of American style nationalism and crappy political marketing. Completely turns me off Virgin as a brand.

— Sam Silvester (@SilvesterSJ) November 5, 2018

Virgin quickly walked back their gesture.

We are very mindful of the response that our announcement about recognising people who have served in defence has had today. It was a gesture genuinely done to pay respects to those who have served our country. 1/3

— Virgin Australia (@VirginAustralia) November 5, 2018

So while our mates from down under take shots at our propensity for patriotic promotions, it makes us wonder … how do you feel?

Does an airline offering advance boarding to veterans and military members smack of insincerity? Do the Veteran Day salutes and sales make you dislike a brand?

And ultimately should a country, a company or citizen do anything to recognize your service?

In the age where “Thank You for Your Service,” has become akin to a shallow, meaningless “How are you?” what is an appropriate way to express a sincere appreciation for veterans and active duty military members?

Please share your thoughts here