You know, we sometimes act like it's not about winning.  We are doing something to: get closure, come to terms with, for the competition, see what we are capable of, keep our head in the game, etc.  But what it really comes down to is that we all want to win.  Some of us more than others, but I'm willing to admit that what I really want is to win.  I see parents and their "a trophy for everyone" practice and I support the idea behind the effort.  However, unless we change our human condition, I don't think it's going to work.