Sometimes it's not about "me" or "my family" or "my merit". It's about the team.
Take Raph Rhymes, for example. He is the SEC baseball player of the year, as a junior, for LSU. Hitting .469 after hovering over .500 for a good part of the season. Voluntarily gave up his scholy so the team could go out and recruit another player.
Great story. You can read about it here: