Don't take it wrong, I don't think I am entitled nor demand a discount because of my service. I am humbled by the businesses that do this out of respect. But if I am going to spend my money somewhere, I will use the places which give me more for the money.
You don't demand a discount, but you aren't going to shop with them if they don't give it? Apparently you weren't that much of a regular customer to begin with. They stopped their military discounts back on Labor Day.