The Royal Mail remembers the fallen and military heritage in new issues each year anyway. But personalising things in such a way, and identifying so closely with a particular conflict has a whiff of politik about it. I also don't think its 'British'. I know I might get a slating here for saying it, but there are other far more dignified and appropriate ways of remembering the sacrifice of our troops, than sticking their faces on a letter and throwing it in a letterbox. It seems to be reducing the whole business of rememberance to simply doing bells and whistles measures, measured by the largest market penetration. Lets put in place the conditions for our fallen to be remembered with dignity, and not marketed like limited edition souvenir sets.
As an aside, is it my imagination? But poppies seem to be thin on the ground this year.