Let me first start off by saying that I did not serve in any form of the armed services. I graduated high school in 1990 which was about as close to "peace-time" as you could really get (just before Desert Storm). I went to a college-preparatory high school and we only had 2 of our graduates go into the military after graduation - our graduating class was around 100 so we pretty much knew everyone. One had dreams of being an Army Ranger and the other a Navy Seal. I have little doubt that both followed their dreams, but never kept in touch with either.
That being said, I do have a profound respect for the military. My father, uncles and one of my nephews were (are) in various branches of the service. Most people after September 11 share in my respect and gratitude of servicemen and women who for whatever motive elected to put themselves in harm's way for the protection of our freedoms and protection of civilian life around the world. Whether you are on the front lines of Afghanistan, plucking roadside bombs from the roads of Mogadishu, or testing a software upgrade to a server at the Pentagon, you don a uniform and carry out your tasks because that's what you do. Most goes completely unseen to the public as it should. When we are made aware of casualties and losses, we mourn - human decency commands it. When we see a uniformed soldier en route to or from war or even in a social setting, it's also human nature to thank him or her for what it is that their uniform stands for. When we thank a serviceman or woman, we don't do it to dig up old wounds or somehow thank that individual for their individual contribution, we do it to acknowledge that soldiers before them, standing beside them and for generations to come are all part of the fabric of our existence. We all sleep soundly at night with the knowledge that because of our military, no enemy harm will befall us.
I do agree with the sentiment that if the appreciation is shown with a more selfish intent, it's best to save it. If it's not genuine, it's not needed. My son is 5 and soldiers fascinate him. Our church does an outreach event for veterans on Veteran's Day. He regularly will ask veterans about what they did in the Army, etc. and he hangs on every word of their stories. I'm sure the stories are not all easy to repeat, conjuring up images that were meant to stay locked up inside. I would hate to think that a child such as mine asked a question of the author or said thank you to him in such a way that it turned them spiteful. This is how the article comes across to me.
The article mentions Vietnam and how soldiers were spit on and somehow that's better than empty thanks. I can see that point, but let's not throw the baby out with the bath water. Just because a small contingent of those expressing appreciation are self-centered and disingenuous, doesn't mean we all are.