IMHO, this is a natural outgrowth of the Stolen Valor Act having been ruled un-Constitutional. Certainly, nobody at Disney is claiming to be a SEAL, but when the meaning of military awards and decorations is allowed to be cheapened, mocked and falsely claimed, it only stands to reason that they would be exploited for profit by those who have no real right to them. The courts said it was OK, and many, even here at FR, agreed with it.
I really don’t see much of a problem with this. Why should the public sector profit from something that will make more jobs in the private sector?