I don't mind the 'thank you for your service' cliche - in most cases the folks that say it are being sincere. In some cases, it is EXACTLY like that Larry David clip - they say it because they think they are supposed to and at heart they could care less.
I'm not offended either way. Like many others have already stated, if somebody "thanks me" I just smile and say "thank YOU" right back to them.
I don't schedule my shopping around which businesses do or don't offer military discounts - I don't decide which shitty neighborhood bar and grill I'm going to eat at based on Veterans Day food discounts.
I simply, don't care. What I do care about is watching loud, flashy, obnoxious, "stereotypical - "VetBros" - trading on "OUR" collective reputation and sacrifices for their own gain. I don't care if it's trying to get 10% off on quarter inch plywood, a free appetizer sized plate of chicken wing, or "LIKES" for the bullshit they post on social media.
Here is the beauty of it all - even the most obvious, stereotypical, cringy, exploitive VetBro is free to do as they see fit.
Best wishes - I hope their book sells a truckload of copies - I probably wont buy it, but, C'est la Vie - I hope their EweToob channels get millions followers - I probably wont subscribe - but, I'm just an insignificant blip in the social media VetBro space - I hope CNN finally accepts their offer to be a "Military Contributor" - not that it matters to me because I dont watch CNN.
I'm in - lets just not pretend that the word "exploitive" and "honorable service" both fit in the same profile description.