It is literally a participation trophy for someone who did not participate.
"If you've ever supported someone doing a long event of any kind, you know it can be hard work. Usually the person who is doing the event has put in countless hours of training/practice. Spectators don't train for their long day. For the marathon they have to navigate the course (or stayglued to a screen to follow you around a map if they can't make it out on the course). They cheer for you, they hug you when you are nasty and sweaty. They probably had to put up with you when you were training...or worse, when you were tapering!! And (until now) YOU were the only one to get a medal! Show your spectators how much you love and appreciate their efforts by giving them a cool medal of their own!"
I wonder if that was created for the people who take TWO medals, saying "so & so has helped me so much, they deserve a medal, too"
Also ... a fucking money grab
Blessed are the Nobodies, for Theirs is the Kingdom of Fascinating Stories