Interesting point Alisoncc.
I think as a result of the Iraq and Afghan wars the standing of the services has risen in the eyes of the general populace recently. The increasing prevalence of "Help for heroes" stickers in car windows is one sign of this.
Certainly we have not reached the heights of the US yet (serving personnel bounced to the front of aircraft if there are spare seats, big welcome home banners etc) but I think it has improved.
I think the respectful attitudes expressed in wiltshire to the less fortunate on their return has helped educate others.
I haven't seen any hitchiker let alone someone in uniform for a long time so I can't comment on that though. I'd be interested to hear others' views.