Why are the veterans of the Iraq war being given medals when medals have been proven not to mean anything?

John Kerry's swift boat experience netted him some medals that everyone says weren't worth anything. So, 20 years from now if an Iraq vet runs for president, his medals will be pooh poohed. When did medals become worthless? I used to think that that was one area of life we didn't have to question. So people can buy medals and cheat to get them and all that, so why bother with them?