The reason that it is a sore point is that award of the highest valor awards (Medal of Honor, Distinguished Service Cross, Navy Cross, Air Force Cross)has occurred at a much lower rate than previous wars, even when you take into account the different nature of our wars in Iraq and Afghanistan. The petty bureaucrats have turned the process into a legal undertaking where tons of evidence must be produced and then sifted by knuckleheads who have never been in a combat zone, much less ever been shot at. The nominees have also been subject to background checks to ensure that a politically embarrassing award is not made. The result has been paralysis at the top end of the awards system. We have actually awarded far fewer of these level awards proportionally than have the Brits, who have never been accused of handing out medals freely.
The opposite end of the problem was a proliferation of combat service awards at the lower end of the award pyramid, not valor awards. These were awarded too freely, and have been tightened up. However, don’t confuse these “Been there, done that” with the top valor awards.
And then you have a SCOTUS who says it's ok for any loudmouth knucklehead in a bar to claim any award they choose.