I play basketball most Friday mornings. And guess what - there is no championship at the end of the game, or at the end of the month, or at the end of the year.
But - and this is going to shock some people - I play to win. Every. Single. Game. Every game.
Weird, isn't it? Sometimes people just want to win games, and can still play hard to win even if they aren't going to get some weak MWC Mountain Division trophy at the end of the season.