Well, to a competitive person winning is fun so I wouldn't say they enjoy it any less than other people. Personally I enjoy door to door racing with people of similar skill, winning is a secondary objective for me, but different people enjoy different aspects of it. I don't think even the most competitive person would race if he/she didn't get some kind of enjoyment out of the experience.
Now when people with different mindsets meet up (something obviously more common in sim racing than real racing) you may see some sparks flying, but I can't say I've had too much problem with that.