Snowflake indeed. I understand that he was upset because the shop assistant didn't immediately bow to him, and that he wanted preferential treatment because under certain circumstances it might be available, but surely that is between him and the branch manager, and nothing to do with the media.
It even says "they would not acknowledge his veteran status". Umm, ... wasn't that precisely his objection? That they did acknowledge his ex-military status but not in the way he wanted?