Sheriff: Who the hell are you?
Jack Reacher: The guy you didn't count on.
Turner: You know, I admit to being a little jealous when we talk. Go where you want. Eat when you want. Nobody telling you what to do or how to do it. It's definitely not the Army way.
Jack Reacher: Exactly.
Gen. Harkness: Do you know who I am, Major?
Turner: Yes, General. I do. You're the man responsible for the deaths of two of my men. Now, open up those crates before I grab you by your hair plugs and bitch slap that smug look off your face.
Gen. Harkness: Made a mess, I hear.
The Hunter: This Reacher guy is interesting.
Gen. Harkness: You have no idea. They ran out of medals. So don't make this a competition.
The Hunter: Too late.
Answer: Although it's technically a mistake, it is common in films to show military officers in dress uniforms with medals and ribbons to show that particular soldiers are important. A layperson may not know military uniform protocols but they can certainly tell that dress uniforms with a lot of medals signifies high rank at a glance.