I think this viewpoint will alienate a number of recreational players. If you're playing tournaments, and to a lesser extent league, then it's possibly true. However, if the biggest 'match' you play is with recreational hitting partners or a ladder match at your local club, then a winning at all costs attitude is less prevalent. It's important to remember that the reason we play is because we enjoy the game. Some people enjoy winning so much, that will be their focus. Others look elsewhere. Nowadays I measure success not on the scoreline, but on how well I feel I've played: and for me, that's about striking the ball cleanly, and moving well. I don't have that killer attitude any more. I'd far rather come off court feeling I've played well and losing, than having a stinker but grinding out a win.