The military shout-outs are an effective use of advertising money. It says to potential recruits "Hey, if you are in the service, people will respect what you do and honor you at various events." Great advertising, but only if nobody knows they are doing it. Once the curtain is pulled back, it becomes worse than useless. Sponsoring GBA doesn't seem effective as a recruiting tool, and has legal issues. I'm guessing we will still see some 'honest' military tributes, particularly on Memorial Day, Flag Day and the 4th.