Well, I'm serious in the sense of how I'm guessing, say, a 20 year-old feels about this photo (ie one guy in the '70s about to die is no different than 36 people dying in 1937). *I* think it's borderline distasteful, but I think it's because of my age. The same way I will probably never be "cool" with a WTC poster.
I'm not saying the younger generation of whatever example we're talking about is RIGHT, I'm just saying a generational difference in perception exists.
I think anyone who has a problem with this image being reappropriated needs to remember that 36 people died on the cover of Led Zeppelin's self-titled album. I think as soon as a generation or so passes, stuff like this goes from potent imagery to abstract violence.