The 'respecting the flag' schtick became a right wing dog-whistle sometime during the GW presidency. Faux patriotism that includes flashy shows of gigantic flags at sporting events, patronizing and transparent 'thanks' gestures made toward military members, while sending them to never-ending war under false pretense, ridiculous country songs screaming over the PA at events during which there is pressure to take off your hat, etc, etc, etc.
That stupid "I'm proud to be an American' country song - BARF.
That idiotic slogan "freedom ain't free" - BARF.
I'm an old guy with war service and say this: False patriotism can kiss my a$$.
It's all BS, patriotism as a brand, patriotism as a cudgel with which to beat others in the political arena. The right wing has tried for too many years now to steal patriotism from the rest of us and to use it as a way to beat down those who disagree with them.
Protests are marvelous. Kneeling, fantastic if there is a message and a goal behind it. As a veteran, I chafe at every event I go to where there is some patronizing mention of service members or some display of the flag. You want me to take my hat off? As a war veteran I say kiss my a$$.
If you served, shut up and be proud of having been honored by being able to serve. Also, don't use displays of patriotism to signal your virtue or as political statements. This country ought to be about its people, ALL of its people, and it has never lived up to its promise, yet. Only through those making noise and bucking the system can we move toward something better.