As the 100th anniversary of the Gallipoli landing nears, Anzac Day appears, on one level at least, to be more important than ever to our national culture.
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For decades, the ranks of veterans at marches had gradually thinned as the survivors of the World Wars aged and died.
Yet this century – to the pleasant surprise of many – Anzac Day crowds began, and continued, to grow.
The children, and grandchildren, of veterans now proudly march in the place of their family members.
The dawn ceremonies are increasingly popular, attracting swathes of young Australians who recognise and salute those who served the nation, as is the pilgrimage to the beaches of Gallipoli.
Yet not everyone is convinced that we are marking the day in the right spirit.
Broadly, there is unease among sections of society that the revered day has morphed into a celebration, rather than commemoration, and an opportunity for free-for-all to profiteering from sporting codes and businesses.
Last week, this disquiet was highlighted by the sharp reaction to the way in which two companies, Woolworths and Target, appeared to cash in on what some Australians regard as one of our most sacred days.
The sale of an assortment of tacky Anzac goods – with little sentimental value or actual relation to the events of the Great War – demeans the sacrifices our Diggers made on Turkish soil 100 years ago.
There are always those looking to misuse the name for their own political ends, such as when Australian Christian Lobby managing director Jim Wallace ignited a firestorm by saying the Anzacs hadn't died for "gay marriage and Islamic".
Rightly so, usage of the word Anzac is protected by an act of Parliament and breaches include fines and up to 12 months prison.
As the build-up begins for the 100th anniversary of the Gallipoli campaign in 2015, more people than ever will be looking to make a buck or cheap political points off the occasion.
Luckily the scorching backlash at Woolworths "Fresh in our Memories" campaign this week shows Australians won't allow big corporations to misuse the memories of our fallen soldiers.
The day commemorates the valiant war dead who gave their lives in service of Australia and New Zealand
It shouldn't be a chance to spruik and sell more products
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