The opinion of this particular OEF veteran -- don't trust the "look at me, I'm a veteran, give me stuff!" types. I've found that they're often professional sob story spinners, grossly exaggerating their service, and/or outright lying. One particular guy I was deployed with got real into playing up how he was this great disabled combat vet once we got home. Of course I know firsthand that he spent about 85% of our time overseas behind a desk and the only combat that he or anyone else in our unit saw was on TV. But when you need something to blame for your drinking problem and failed marriage...there you go.
Plenty of businesses out there give military discounts and the VA, for all its faults, does have some great benefits for veterans. So playing the vet card to wrangle an extra 10% out of a guy selling funny books on eBay just doesn't sit well with me.