Caesar said:
Those men earned (not won) those medals, and if they choose to sell them, or allow their children etc to sell them, so be it.
Some medals were "won", however (just to pick flyshit from pepper for a second); periodic awards (as opposed to immediate awards) were sometimes pulled out of a hat in cases where many men participated in an action and it was decided that only a fraction of them would be entitled to an award. In such cases, the recipient could count on luck as much as individual bravery. We really didn't have a fool-proof system for giving out awards in Canada (I doubt one is possible), though the Germans in WW II, for example, were much more generous with not only giving out awards, but also meaningful ones.
Whereas some American awards are for marksmanship, completing basic training, and other service-oriented awards (we did the same thing, to a lesser degree, with the 39-43 (later 45) Star and CVSM), the Germans tended to reward combat skills and experiences - a badge for participating in three infantry assaults, tank battles, or general engagements; another badge for singlehanded destruction of an enemy AFV, another for wounds received in action, plus three basic grades of the Iron Cross (about 1 in 4 German soldiers had the II Class award by the end of the War - some vets simply say "everyone got one") which you couldn't be awarded without the lower class already being in your possession (though concurrent awards were possible in rare cases).
Guy Simonds - Corps Commander and fill-in Army Commander in WW II - was of the opinion that campaign medals "would suffice" and that other awards were unnecessary. I think a system somewhere in between the German and the Canadian system would be in order; the Americans may have actually gotten it right. Certainly the Combat Infantry Badge is an elegant design and means more to many veterans than any of their ribbons.
For the most part, though, you are correct that there are no "winners" - I always make a point of saying Victoria Cross holder or Victoria Cross recipient. They didn't "win" anything.
There are, just for interests' sake, one or two MMs and MiDs that were drawn by lots as mentioned above.
Oh, I have nothing against service awards, incidentally - the Germans had a medal for being in 4 years, and another for 12; I am quite proud of my CD. The CPSM was a bit silly, but good intentioned (I call it the medal you get for getting a medal) and fits in well with the series of CVSM and the service medal for Korea. I think it too bad, though, that we were so stingy with medals in WW II (I have a list of VC nominees on my site that would have done the medal proud) and never really designed any kind of meaningful recognition of combat service. Staff clerks at Army Headquarters got the exact same 5 ribbon bar that the frontline infantrymen got.
Another reason that museums have so many redundant medals; everyone got the same thing.