Edge of Tomorrow - How come no one recognized Major Bill Cage?

Live, Die, Repeat

So Major William Cage is railroaded as a new recruit into the UDF by some butt-hurt General who issues some orders with a bogus story that he's one Private Bill Cage who is a deserter that was caught impersonating an officer, and no one believes him when he says he's actually a major and he's not supposed to be there.

There's just one thing wrong with this scenario: Major William Cage is the Media Relations spokesperson who has had is face plastered all over international TV, and is personally responsible for millions of new recruits joining the UDF.

If millions of people have seen his face and were inspired to join the UDF because of him, chances are some of those millions are amongst the hundreds of thousands that are at that base waiting for the invasion with him.

How is it that NO ONE recognizes who he is?