Ok so...
a) Festool is German, even to this day there would still be some awkwardness felt if they chose to give "veterans" a discount after the countries history. I'm not saying the modern generation of Germans should feel any responsibility or shame for the past, but it's sort of an elephant in the room, nonetheless.
b) Even if we forget the history, in general Europeans don't really go in for the whole "thank you for your service" mindset. We have sympathy for all the soldiers who were conscripted without any choice and those who lost their lives in service to their country in the world wars. However, most people in Europe consider those who chose to be professional soldiers in the modern armed forces to simply be making a career choice because they consider it an attractive career, and as such the genera publicl don't shower them in praise/gratitude like in the US.