Horrible thread title but the responses by all but the OP seem measured and informative.
I've also noticed that Japan is MUCH more supportive of its members coming in second, third or just doing well. I don't see it in their literature (seems either you're first or your last in Manga), but notice it on news and how the Japanese athletes celebrate when they finish regardless of their place. For example, one commentator during an African marathon noted that the Japanese runner that came in third was celebrating like he finished first.
I'm not much into sports, but I can appreciate people trying to be their best and measuring that against others. However, I do hate the specter of governments and corporations pushing the boundaries on the athletes to win at all costs. Maybe it doesn't happen, but when Gold can mean thousands if not millions, then it's a strong incentive.