On the other hand, when I was a kid we were told that it was the taking part that counted - but we were still encouraged to try our best. They're not mutually exclusive.
After all, I take part in many races with no hope of winning - should I give up?
It's interesting....my hubby and I were both (as children) champions in our various sports (me: gymnastics, judo and running - believe it or not! and he: football, karate and boxing) and our children have always been very sporty and in the top level in competition (here in NI) so therefore we went down the "you can do it and win" line. if they didn't win (to be honest that didn't happen too often and if it didn't they still were in the top three) we probably would have pushed the all inclusive thing.
Maybe it's a genetic thing. (hmmmm nature/nurture discuss!!)