you shouldnt get medals for doing your Job
So a pilot who brings his crippled plane home after a mission over enemy territory should not get a DFC or AFC, simply doing his job in bringing himself and his jet home, or an army private, rescuing his comrade is ineligible for a gong because he is looking after his comrades as he is taught.
I think there is a touch of jealousy here, people of whatever position (Pilot/SAR crew/Soldier or Sailor) who give a 'brave' performance deserve every medal available.
Compare the word 'Brave' as used in this instance, with 'Brave' as used to describe footballers and athletes who win a race or score a goal (more usually fails to do either), then you may understand why these crews get honoured.
I may never need a SAR rescue, but I know what they can do if I did.
Congratulations and beers all round for a job well done in difficult conditions.