We have reached a paradigm shift from a generation that rewarded itself by the action of the accomplishment while the name in lights helped friends and enemies to rib the poor sob. To a generation that "needs" their name in lights as their sense of self worth and lord help anyone who ribs that poor sob about it.
There are lines I suspect Hitech may not cross because it's generational, this line has always been a moving target over the ages and it's a good general who makes the most of it. It's simpler than giving them free everything.