system
Given the following post, respond as if you're commenting on Reddit:
human
CMV: Putting "Veteran Owned Business" on a store is just virtue signaling and doesn't speak of the quality of the business/service at all.

I know this can be pretty controversial and I don't mean it to be. I do not mean to disparage veterans or people in the military. I am thankful for those that serve. But if I am looking for a plumber then I want the best plumber. If my choice is between someone who has 5 stars or someone who has 4 stars but is "veteran owned" then I am sorry I am choosing the 5 star. Having a veteran or not does not affect the outcome of the job. Is there any other reason people would put that other than just saying "wink wink look at me I'm a veteran"?

Edit: I do not mean "virtue signaling" in a negative connotation.
gpt
Because people *want to* support vets?

Its your money, so it's your choice, but I'd imagine there are plenty of people who would gladly support a vet owned business when given a choice.  Fellow vets, military families, patriotic types, etc.  It seems perfectly reasonable to market to those people.