Yep [1]. Exactly [2]. And it’s not just Budweiser that does this. It’s frickin’ everywhere.
[1] http://gfor3.com/2014/02/04/the-great-budweiser-lie/
[2] http://carryingthegun.com/2014/02/02/last-nights-budweiser-ad-a-heros-welcome-was-exploitative-and-offensive/
And I’m not bagging on the Lt. Hell, take what you can get because you aren’t likely to ever get much. It’s the commercialization of service that gets me; and by service I’m including LEO, fire/rescue, and other first responders.
If you want to, do something nice. Just don’t attach your brand to it. Karma doesn’t need GPS.