Medals are nice, but should not be a deal breaker in regards to whether or not someone should go out to a shooting event and support the sport. Yes, I've won medals over the past 35 years, but that's not why I compete. I compete for the pure joy it gives me just being around other like minded folks. If there has to be prizes I'd just as soon wish they were shooting related, something along the lines of;
1st Place - 5 Flints,,, 2nd Place - 4 flints,,, 3rd Place - 3 Flints (there you go, one dozen flints for probably the cost of a couple medals).
I don't mind medals, I just prefer if I have to win something it be something I can use.
I did win two chicken legs one time...