Not sure why the War vet part was emphasized unless it was to gain more sympathy (I'm a disabled war vet). I guess all media choose the angle that brings the most readers..... but, I see this from a lot of companies. There are so many that I don't like their tactics. I refuse to support Nike at all (an only partially because of that darn Nike University down the highway from me). For me, specialized bikes fit me the best. I suppose someday I will get a custom bike, but for now, I can only support my LBS and this is what they sell.