Call it "treat the troops." And it should not become a big institutionalized social movement, just something all of us do once in while.
I started my campaign two months ago when I was in a local toy store. A young man in an Army uniform was shopping for some toy cars, presumably for his kids. As he stepped up to the counter, I tapped him on the shoulder and said, "Let me take care of that."
He blinked. I asked the clerk to put his purchases on my bill. I shook the young man's hand and told him, "Thanks for serving your country."
We exchanged a few pleasantries and he left, Hot Wheels in hand. That was it. No big deal - or big cost. Just a token of thanks.
Thanks, David Perlmutter, for the grand idea.