Wrong, wrong, wrong.
You might have been a little right if HD was giving actual cash rather than product--there'd be at least an outside chance that HD would actually be giving something up. The ONLY reason for this is to generate positive press. If the Motor Company was really interested in the welfare of veterans, they'd combine the "award" with some kind of serious donation to a foundation, for example. Instead, amid as much fanfare as they can generate, they dole out what, a grand of merchandise? So IF you're a veteran with a Harley (or just want to look like one), you can spend $1000 on more stuff for your hog (a chrome primary-side cover and a plush pig-toy). Otherwise, see ya.
IMHO it is a completely cynical effort to chrome the lily.
Furthermore, charity does *not* require ignoring the means used to generate the cash. If this was blood money or drug money, any self-respecting charity would turn it down.
Now, I'm not saying that the lucky dude who wins his hog-loot should give it away or turn up his snout. What I am saying is that if you can't recognize this as a feeble attempt to gain *extremely* cheap positive press by aligning HD with an unassailable segment of their market, then your head is too far up Willie G's butt. The MOron who wrote in to say that HD is covering itself in others' dearly-bought glory for the price of a few trinkets and a tax write-off was precisely correct.
Could be HD didn't think about this angle, but whatever. If you're willing to call a spade a spade, this is where you're left. These are the only reasons this stunt works: free for you, cheap for HD. The only guys who pay already spilled their blood half a world away.