Those not in the military, wearing military uniforms.

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I live very close to an army base (my husband is in the army) and whenever we are out, we notice people who are clearly not in the military wearing uniforms as if they are. And it's blatantly obvious to anyone who knows what their uniforms should look like. If you want to see examples of people doing this, you can search "stolen valor" on YouTube. 
Most of them do it to take advantage of military discounts. And honestly, I find it very offensive and not okay. Why is it okay for someone to steal a uniform that someone else gave their life up to wear just to take advantage of discounts and free things? 
And if you don't see an issue with this. Think about someone wearing a police officers uniform if they weren't a police officer. They would go to jail for impersonating a police officer. What makes a military uniform any different? 
So my question is, do you think this is okay? Or should people who do this and are caught have some kind of consequence for doing so?