because they were solely brought out to appease the petulant trinket grabbing Chav brigade who would sell their soul for a bit of tacky bling, and those with real service behind them do not need a bit of tin to impress or to massage their own ego's.
NutLoose: ok, playing 'devil's advocate', is that what you think all the airmen & reservists are, the 'chav brigade who would sell their soul for a bit of tacky bling'? They all proudly (I assume) receive their LSGCMs without (I presume) thinking that it's only being given to 'massage their egos'. If not, & it's genuinely awarded to recognise their long service (& in their case good conduct) then why should the same not be done for regular officers?