In the case of the young men who have their schooling paid for by playing football at BYU, their job is to win games. Focusing on anything less than winning detracts from learning that life lesson. Coaches who focus on anything less are hypocritically undermining the very claim to be teaching men to be men. They are teaching that it's okay to not focus on the most important part of your job...not a very manly way to be.
The primary purpose of the biochem and ochem and histo and cell bio courses I took in college was not to teach me to be a man. My professors' jobs were to teach me those subjects the best they could. If they had focused on being my life coach and not my teacher, I may have learned a lot of great things; but I never would have gotten the job that now provides for my family.