Sometimes, in games, I don't go in to win. I have different goals that I either go in with, or that I come up with later. Sometimes, I'm just there to make some new friends and meet some new people, other times I end up not caring about winning personally, but rather, wanting my alliance to be able to win. It really depends on the people and the game.
Of course, there are those times...when I want to win. :P