While, at the end of it all, sport is about winning, there are plenty of secondary and ulterior motives in the complex and often contorted world of professional competition.
Yes, everyone, in theory, wants to win, but that does not mean that every decision is made with winning directly in mind. Sometimes, decisions are made despite the consequences making it harder to win. Other times, how the choice helps is a little more difficult to determine but does indirectly contribute to success.
These types of decisions have become far more prevalent in the modern era of sport, where money is integral to everything and building a brand is as important as filling out the trophy cabinet — it should be noted that the two often go hand-in-hand.