If half the threads on here are anywhere near true about the cavalier attitude towards the Armed Forces by the MoD, can you be even remotely surprised that commerical ventures with a responsibility for making profits and mitigating risk would be cautious about dealing with the Military?
If you want to start identifying people who don't support the Armed Forces you might begin with Des Browne, CDS and the AFPRB before you pick on Littlewoods and First Direct.