I see it more on a personal level with entertainers. If you're a fan, know of, or simply respect the individual, then offer your condolences any way you see fit. To each their own. I personally didn't watch Gandolfini's TV series, but know of him from a couple movies he was in. Not enough for me to lower my flag. I'm sure he was a good man though.
As for military, police, fire, etc. It's a definite for me. If they die serving our country or protecting our community, I have the utmost respect for each and every one of them.