I think one of the things they have in large US airports is some sort of 'lounge' for those flying in uniform? Does anyone know who pays for that?
The lounges are run by USO, which is a non-profit organisation with support services for US military and their families. In a way, perhaps a bit like our RSL...?
I can be slightly cynical generally, but I do believe that VA thought their intent was noble. I feel it just doesn't fit with Aussie society in general. Americans celebrate success and acknowledge honour much better than we do in Australia. Our tall-poppy syndrome generally kicks in much quicker, and we tend not to want to view each other as too different or special, not that we don't appreciate those who have served in the military.
I was in US recently, and at the boarding gate for each flight, they called Veterans and active members to board with Group 1 or 2, and the boarding-announcement agent encouraged everyone at the gate to provide a round of applause for their military personnel. I felt that the response was genuine and meaningful from everyone around me. I did wonder how I'd respond if someone challenged me for not joining in the applause.
Priority boarding is a more pertinent issue on US airlines in general, seeing that they nearly all charge for all checked-in luggage, so often people are trying to bring everything, including the kitchen sink, on-board. Many of the military personnel I saw boarding at that time carried large duffel bags, and were obviously keen to ensure they could secure precious overheard locker space for their belongings.
I was also surprised to see similar expressions of patriotism in Canada. At an NHL ice hockey match in Ontario, everyone joined in a standing ovation to honour military personnel and veterans in attendance.