Note the ridiculous amount of "fruit salad" they are wearing. I enlisted in 1967, met officers and NCOs who had served in WWII, Korea And Vietnam and they didn't have that much. I have read that now people get a ribbon for graduating from Basic-?
There has been some generalized cheapening of awards over many years. The trend began with an executive order by President Truman awarding every returning WW2 veteran a Bronze Star for meritorious service (prior to that act the Bronze Star was awarded only for valor in combat).
For several decades (perhaps even today?) any service member who completed 90 days of active duty was awarded the National Defense Service Medal. There have been several theaters of operations, both during wartime and during the "cold war" years, that merited awards such as service medals or campaign ribbons for every service member participating honorably. Nearly all combat operations result in some type of campaign medal or ribbon for all participants.
By my time in Vietnam the awards were largely done in "packages", depending on rank and/or assignments. Enlisted soldiers with clean records of service were frequently given one "package" (such as the Vietnam Service Medal, Vietnam Campaign Ribbon, Army Commendation Medal, perhaps a Good Conduct Medal), while more senior NCO's might receive another package (such as Bronze Star/meritorious service, Army Commendation Medal, etc), company grade officers might receive another package, and staff officers might receive another package. The higher ranking officers seemed to think nothing about awarding each other every possible medal.
Our Vietnamese allies frequently conferred Vietnamese medals and commendations on US troops following liaison assignments or joint operations. The Vietnamese Cross of Gallantry was fairly common, but came in multiple classes denoting the level of recognition.
The soldiers shown in these photos are all combat veterans as nearly as I can tell. Several show "combat service bars" indicating multiple combat tours, and they probably served in multiple theaters, with each combat theater providing authorization for service ribbons, campaign medals, etc.
There is a "pecking order" in the Army, and one of the basics is the awards and decorations in a soldier's service record, which all have weighted value at promotion boards and eligibility for advanced training or higher postings. Some of the ribbons may be "been there, done that", others may denote genuinely outstanding service in some critical capacity, and a few may reflect some act of selfless sacrifice or valor in the face of enemy action.
As I recently noted in another thread, I received all of my decorations after returning from Vietnam, mailed to my "home of record". Each came with copies of the orders authorizing the award, most came with fancy certificates (suitable for framing on your "I love me" wall), and some came with written citations describing the events involved. A half-century later I can read those citations without having a clue what the heck is being described because my memory seems to be a bit different from an enterprising young lieutenant's narrative skills.
The one that seems to get the most public attention is the Purple Heart medal, which actually requires no skills, no personal initiative, and nothing more than choosing the wrong place to be or the wrong time to be there.
The one that means most to me is the Combat Infantryman Badge. Only one way to get that one, and that is to be actively engaged in ground combat with hostile forces while serving as an infantryman. One of those things that just seems to say it all, at least to other infantrymen. I can spot a "CIB" from across a crowded room at the VFW hall, but most folks don't have a clue what it means.