Why does everyone have to win?

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My son's cub scout pack is getting ready for their pinewood derby, and already some of the parents are complaining about how some of the cars are prepared for the race and how much work the scout or the parent does on the car. Generally the parents are not happy with the idea that their child may not win. I think this is a bit much, because it is kids racing. In our pack every child gets a trophy, and no one advances any further than first place in the pack. Last year, my son came in second place in his den. I was proud of him, because he designed the car himself. He enjoyed racing and was happy as well, but wants to try harder this year to win. I think that not winning can help create a desire to try harder, and that there should not be so many events for children it which everyone wins. Disappoint is a part of life and it is important to figure out how to cope with it. This may seem cold, but my son is very good at understanding the feelings of others and being a good sport.