I getting not wanting to be recognized. Some see it as doing their duty, nothing more. Some just like anonymity. It should be enough to point out it was Scouts who save the life. If people aren't smart enough to make the connection, adding faces to it won't change anything.
The problem is that unless it is a specific BSA recognition, how is anyone to know that the fireman who rescued the small child in a recent fire is also a SM. Or the police officer who was recognized as doing something heroic in the line of duty is also his son's DL? Now those things may not qualify for the award of merit, but what about the volunteer EMT working for the local volunteer fire department? Do those qualify? Oh, no, it's their job even if they don't get paid for it.
So what happens is by the time it boils down to some scout or scouter who just happens to be at the right time and the right place does something special it is put on the back burner and ignored. Why? because everyone will simply say, he's just did his job. So the reason this award is no big deal is because unlike the Eagle rank, there's really no true Oooh, aaaah connected to it and it's nothing more than bling. There are thousands of scouts and scouters out there every day doing these things and no one thinks twice about it. It's their job, it's what they were trained to do. That's what Scouts do.
So where's the incentive to be recognized by BSA? They fill out applications and go through some secret vetting process to make sure this is a for real qualified situation and then they sparingly give out the award after months of deliberation as if it's some really big deal.
I had a boy earn the award as a Cub Scout. He and his buddy were on a fishing dock with others present. His buddy fell in the drink. The Cub Scouter reached down and grabbed his shirt and hauled him over to the ladder where he climbed back on the dock. Neither could swim, so the award was given as at grave danger to the rescuer.
These awards need to be photo ops in the local community, not secret deliberations of national worth.