I think it is well intentioned but only a pseudo-solution to the problem it's an attempting to address, which is, on the surface, inequality. Why do people want to eliminate inequality? Is this yet another example of humans trying to control nature (which is neither bad nor good, though sometimes foolish) including one another? My opinion is that many people misinterpret equality to mean that all people deserve to be treated the same (fairness ethics -- blah), instead of treating everyone with Love (in a Frommian / the original meaning of Golden Rule sense. That is, as one). Fairness ethics (which interestingly is the primary ethical byproduct of capitalism) actually propagates the idea that we should not feel responsible for one another, and we should feel proud that we are "self-sufficient". But what most think of as self-sufficiency is actually the inability / lack of necessity (in a life or death sense) to relate to other humans outside of herd logic. Conformity becomes the primary solution for overcoming seperateness -- separateness being the real problem here, as it has always been. It's actually quite simple: societies need people to conform so they can continue functioning as smoothly as possible, and modern communications technology (as a biproduct of capitalism) has enabled societies to spread conformity to heights never before reached. However, conformity is incomplete at helping individuals overcome seperateness. When everyone is a winner complacency grows and conformity spreads and is even considered normal, and anyone outside what society decides is "normal" is (ironically) ostracized to an even greater extent. At the same time the other two solutions to overcoming seperateness are repressed -- one because it can be equally destructive as it is constructive (orgiastic solution -- sex, drugs, peak experiences), and the other because it can lead to too much social deviance for a society to remain centralized (creative solution -- productive engagement -- deciding what you do and then doing it, not so much assembly line style work). Each solution has its own problems, but a balance between the three historically seems to make for the healthiest society. Of course, it's not as simple as all that.
-Oskar
P.S. Everyone's a winner mentality is moving into many colleges as well, just to a lesser extent. It's not like kids with this mindset are all entirely rewired when they get to universities.