Gotta disagree with you there, service still plays a big role
Kerry's problem wasn't that his service didn't matter, his problem is that he is an epic douche canoe. As an officer, a Senator, Presidential candidate, Secretary of State, and human being in general.
Back in 2004 I worked with a swiftboat/Vietnam vet that did not serve directly with or under Kerry, but commented that Kerry's reputation as an officer had spread and the enlisted did not have a favorable opinion