Random fun thing from India last month: the use of "winner" as a moral appeal of what someone should aspire to be.

The Western world has vilified winning because it implies the existence of losers, and equity is the top commandment.

The Eastern world has vilified loosing because it implies the existence of winners, and equality is the bottom wish.

I think the Eastern world villifies losing because it has living memory of what losing is like and it really sucks, no?

I was just trolling the "the western world". But yes, that sounds like a viable conclusion that a study on the consumer profile of post-colonial hyper-urbanizing peoples might reach. Homegrown "master mentality".