Why is the Wounded Warrior Project so controversial as an organization?

I am conflicted on this organization. On the one hand, they are arguably the most visible organization when it comes to promoting support of veterans. But they've also garnered controversy from veterans and news organizations for misalignment of their efforts -- high overhead, turning away veterans, and stringently protecting their brand.

I've had only a couple personal experiences, and none directly with the organization.
-I am friends with a member of the board. The organization supports a wide variety of programs, and it's spending efforts come with the territory of being a large and famous entity -- money is needed to attract a top executive, staying top of mind in the public, and maintaining branding.
-Another non-profit partnered with WWP to fund one of its own programs (a work training program for vets in the local area). It seems to me that this sort of collaboration is exactly what WWP can do on a large scale since it has the money, and smaller organizations can provide more targeted efforts to support veterans in different ways.

So I want to give WWP the benefit of the doubt. I mean, who is going to take their place and do better? But then I hear all the stories of vets getting turned away, smaller non-profits being sued, and reports of money being spent negligently.

What story do you believe? What can they do better? What can a competing organization do?

http://greatnonprofits.org/orgA/wounded-warrior-project

http://www.cbsnews.com/news/wounded-warrior-project-accused-of-wasting-donation-money/

Edit:
Another article, released JAN 27, NY Times:
http://www.nytimes.com/2016/01/28/us/wounded-warrior-project-spends-lavishly-on-itself-ex-employees-say.html

Edit 2 (1/28/2016):
Didn't mean for this to become a WWP bashing (judging from most of the comments), so here is what I've learned, so far. From what I gather, WWP has grown significantly because it has reinvested in doing so -- which can be a good thing. It equates to more support for veterans. It spends, slightly, more than other charities (anywhere from ~7% to ~40% of expenses don't go to program expenses, depending on your source -- please feel free to correct me if I'm off since I'm not entirely sure which numbers to go with), but that still means a significant chunk (in dollar amounts, if not percentages) goes to helping veterans. With that success draws attention. I think WWP would benefit from focusing some of it's marketing efforts on more individual support of veterans and showing veterans how WWP helps them. It would give them less flak from the veteran community.