The US does the same with their military. Drape the flag over everything, trip over themselves thanking people for service, giving 10% military discounts and giving home loans with 3% down payments....but should we pay the armed forces a competitive wage? No. It’s even more cringe when all this service stuff is then extended to police and firefighters.
As if there are two classes of people in the country, those sacrificing themselves and willingly accepting less money to “serve” their country, when it’s really just their only option because all the business left their town or they messed up in high school.
I don’t ever want to be paid with “thanks” or “hero worship”. I’ll take the cash.