Why are people embarrassed? We have made excuses for ourselves. We have degraded ourselves by freely accepting these types of assistances that are intended to provide for the helpless. We have failed to look past the free lunch and see what it says about us as a society. Chaval. V’Hakesef Ya’aneh es Hakol.
At least a little busha at the checkout counter can’t hurt. The middah of busha is vital to Klal Yisroel.