As conservatives are over-whelmingly chicken hawk cowards they know nothing of the military and didn't care anything about the war crimes committed by the Regime of the W(orst President in US History); what they wanted was jingoism, blood shed and the ability to yell at and threaten liberals.
Chris Kyle gave them that and like George Zimmerman, Ted Nugent, or any other conservative "hero", Kyle was beloved because he murdered enemies of the right-wing hegemony and conservatives got a vicarious thrill through his made-up heroics, i.e. Killing innocent muslims and claiming to kill blacks in New Orleans post-Katrina.
Perhaps, I'm being too harsh on Kyle, perhaps his embellishment/lying was a way of coping with his PTSD, with trying minimize the damage war does to ones mind, body, and soul. But, I don't believe so. The circumstances surrounding Kyle's death indicate he was entranced by guns and violence, and contemptuous of those he deemed weaker than himself.
Therefore, I think Kyle considered himself the next Alvin York, Audie Murphy, John Basilone, or Carlos Hathcock and needed to spruce up his ribbon bar. The truth is Pat Tillman was a American Hero while Kyle has more in common with Charles Whitman and he should be remembered in exactly the same way.