Does the cross have meaning as a Christian symbol? If it does, then using a cross as a war memorial this way is an attempt to associate Christianity with the person being memorialized. It's claiming that person's virtues and merit as Christian virtues and merit. IOW, it co-opts the person's memory to prop up the religion.It's getting the point where the word "God" is being called adverting religion. Well, that is an exaggeration, but sometimes I feel that way. But it doesn't really matter, I am not ashamed of my faith and I never will be.
I probably shouldn't have used the term "advertising", though; I think that may be too generous a term for what I think is a rather ghoulish practice.
Edit: though we should probably continue this in another thread rather than pull this one off-topic.