The POW issue

I've been reflecting more on Senator McCain's POW/veteran status for a while. You'll never hear me argue that he isn't brave for going to war and ultimately being in a prison camp. And while I do have some questions about his experiences that I would like to know, why does he repeatedly refer to his stint as a POW ad nauseum on a daily basis. It made me consider other veterans and how they handle their experiences. From those that I have met and read about, especially coming home from World War II and Korea, they rarely if ever spoke of their time at war. In fact, many often refused to talk about it. These are, as they say, the real heroes because they don't want to take credit for what they did, or make gains from it. Rather, they mostly want to live their lives out without being reminded about their time in combat. I admire and respect that. What seems troublesome, and less than noble in my opinion, is the Senator's blatant use of his experiences for gain. Don't you think he's drawing from the well too many times on this topic? If I were him, I would greatly reduce his use of it.