I'd call it less virtue signal when an actual vet makes it his mission to help out other vets with his company. Part of what makes it a virtue signal is the emptiness of the gesture, and the relative lack of investment needed (as in, a billion dollar company donating 10k, compared to him being a nothing company at the outset doing it).
I'd call it less virtue signal when an actual vet makes it his mission to help out other vets with his company. Part of what makes it a virtue signal is the emptiness of the gesture, and the relative lack of investment needed (as in, a billion dollar company donating 10k, compared to him being a nothing company at the outset doing it).