Yes, like Australia, too small for tall poppies.
The military here has a much higher profile now and the last 10 years
due to the wars we have been fighting plus the two VC winners.
I notice the media here always show and intorduce the media commentators
by rank and mostly address them by rank.
I haven't met any of the recent one's - Cosgrove, Cantwell, Molan so don't know if they use their rank.