Schools do it all the time. Every kid is a winner. Everyone gets a medal or a ribbon, or whatever. No they don't. There are winners and there are losers. Everybody isn't a winner, no matter how badly parents want to protect their children from having hurts feelings. How well do parents think that kinda of stuff is going to serve their child when they grow up and get out into the real world? When they get fired from their job for any number of reasons, they'll find out that not everone is a winner.
Then there's the sports parent who, when their child is given equal play time as the others, or worse, penalized for breaking a rule (purposely or accidentally breaking it), going all psycho because "NOT MY KID!" Yes, dad, your kid is, in fact not perfect. They CAN do wrong despite what you think. Parents (and yes, their kids as well) ready to meet other parents (and their kids) in the parking lot, because of some perceived "slight" to their kid on the soccer field. Things like this. Yes, some of these things ARE more along the line of what parents do, but they're still distorting the importance of their kid's place in the world by acting out like this.
Cope with society - some win, some lose.
Make society conform - everyone's a winner!