It was a common theme among a lot of innkeepers that they have year-round military discounts or other programs - those innkeepers wanted to know why couldn't those be included? The PAII forum had a lengthy discussion about it, and should the vets website 'asterisk' B&Bs who weren't offering the free night but had another discount available. I don't want to muddy the waters of the Vets night program with other stuff, but I don't have a problem with some PR about discounts for veterans year-round. Bnbfinder also has a page devoted to military specials, and mentioned it in their story on the Vets night promotion. It's still a good thing for the industry to give back to vets, no matter when it is, and inns should get recognized for those donations.
Sure, there's some coattail riding - why wouldn't a marketing person strike while the iron is hot? They did at least mention the Vets night program, and maybe they chose to give PR to some of their members who weren't able to get it from that program..