That's what happened on Sunday when Scott Morrison rolled out the red carpet for Virgin Australia's decision to offer ADF veterans "priority boarding" and to introduce American-style pre-flight announcements acknowledging them ahead of take-off.

The policies, the manner of their announcement and the politicisation of veterans by a company and a politician searching for a "feel good" media moment went down like the proverbial lead balloon.

Coming as it did on the back of last week's underwhelming "veteran's discount card", the idea of being allowed onto the aircraft ahead of anybody else, including apparently the elderly and the handicapped, shocked many past and present service personnel.

"We're the kind of people who stand back for others. We don't need priority in a line to board a plane," one, Ray Martin, said. "We don't need lapels or gestures".

Most who have posted about the policy roll-out on social media say a public announcement inviting other passengers to acknowledge their presence, presumably through a round of applause, is the worst idea they have ever heard.

Catherine MacGregor described the initiative, which is now being reviewed by Virgin in the wake of the backlash, as "more nationalist crap". "Spend more on suicide prevention and health support. Faux American bollocks," she said.

Then there is the view that if Virgin was genuine about honouring veterans it would do something that actually cost the company money. This could include discounts on tickets or the occasional free flight.

Few would disagree with Qantas's response when asked if it would be following Virgin Australia's lead.

"We carry a lot of exceptional people every day, including veterans, police, paramedics, nurses, fire fighters and others, and so we find it difficult to single out a particular group," a spokesperson said.

Mr Morrison, in his haste to jump aboard the jingoistic band wagon being prepared for the 100th anniversary of the end of World War I, has inadvertently drawn attention to the failure by a succession of governments, including his own, to make the Department of Veterans Affairs more responsive to the needs of recent veterans and the issues of veteran suicide and high veteran unemployment.

While the age-adjusted suicide rate for serving personnel is 51 per cent lower than for the general population, it is 18 per cent higher for ex-service personnel.

The transition from military to civilian life, which often involves difficulty in finding employment and a sense of community and purpose, is a difficult time.

Governments and corporations keen to assist with this passage could help out in many far more practical ways.

One might be by providing funding and other support to Soldier On, the Canberra-based organisation that has helped thousands of former service personnel since it was founded in 2008. Less than one per cent of the charity's funds come from the federal government.

Another would be to offer preferential employment opportunities to service men and women who are trying to transition from military to civilian life.