I for one am very proud of what our armed forces have achieved since 1939 and that my grandparents fought in WW2. I would gladly contribute to any remembrance fund that helps those who lost their health or life defending our freedom.
However, I don't like being told what I should and shouldn't contribute to, or what I should be grateful for, or the self-canonisation of people for their career choice.
Frankly I don't believe anyone that says they joined the forces or the Fire Service for the good of other people. I know they do good but let's be honest - you joined for yourself, right? At least, the guys I know did. Because they thought it would be cool or fun or interesting or macho or secure or whatever.