If you ask the reps from Coke/Pepsi if they are losing to the other that has top sales, they will tell you "yes". If you ask someone dealing broadcast TV ratings if they are losing because they are the 2nd rated show, they'd also say yes.

I'm not really sure your point. Just because the 2nd placed entity is earning lots of cash means that they are winning? They may be successfully operating their business, but if someone is earning more then they are not winning. I'm really not sure of your definition of winning. Maybe you're using the Charlie Sheen version of winning?