I find it curious, but not disturbing. I am not sure how many people will see it and why it was thought a good idea, even what it cost. I am sure that those who serve in the armed forces must be aware that they could be called upon to put their lives on the line, and maybe they feel closer to those that did actually die. I of course am too young to have been called up into any of the forces, but rather think of the British Legion as a charity that has the support of the vast majority of the population, and actually have a very good fund raising profile.
I'm not sure I'd theoretically see it as different from a soldier wearing one, s/he, too, being an instrument of war. I see it more as a symbol of solidarity with the fallen. It doesn't strike me in reality as powerfully as Army/Navy/RAF personnel wearing a poppy because I feel empathy more with a person than a machine!
So true - it's what we are expected to do as focusing on their achievements at the expense of failures builds self-esteem and resilience.