The broader population only know about these issues through Jon Stewart or from recent press, but have no connection with it otherwise nor could they really care. Should they? I don't know, probably, but not necessarily.
Even within the military only those who are have been in the Army, or were deployed to a combat zone, really understand the significance of a CIB. So expecting anyone to recognize it, let alone start a conversation around it would be unexpected at the least - I know I wouldn't start a conversation around it. Putting it on display is hack and is looking for attention.
I don't think that the US population owes us anything, but many veterans don't agree. This is part of a broader conversation about how the US public sees and interacts with it's veterans and the military more broadly. At the end of the day though the Stolen Valor shaming, demanding veteran/military discounts just reeks of entitlement. Given that we have been an all-volunteer force over the past 40 years I don't think anyone can claim they didn't know what they were getting into, granting that there are shady practices with recruiting that go on.
In the end, I feel like stories like this just isolate veterans further. Rather than bring us more into the community as someone who has a unique experience and valuable point of view, it keeps the division between "civilian" and "military/veterans" alive and I think that is damaging on the whole.