Everyone want's to win, that is why we compete in everything we do. Even at work people will put in the extra effort to impress their boss in order to get a promotion or pay rise.
It is the same with Poker, everyone will strive to be the best player and win the top prize on the day, but we do make mistakes at times and it can cost you the Tournament. Learning from those mistakes is the important part, because if you learn nothing, you will inevitably win nothing.