Those who receive these commendations and awards do so as an earned recognition of that degree of valor and fidelity to duty and his brothers-in-arms and mission accomplishment in excess of the norm of acceptable service.
To describe a recipient as a "winner" is to render an insult. To be sure, it is probably an innocent and unintended insult, but an insult, innocent or malicious, is an insult nonetheless.
That term bothered me also.
It's a common mistake made by journalists. Just another in a long list of sloppy writing and error-in-fact reporting from our "watchdogs."