It's kinda common in athletic pursuits where you have no chance of actually winning. In a marathon, I'm just past the halfway mark when the winners finish the race. So I can only compete with myself. Same thing with weight lifting, or any kind of activity where it adds interest to measure potential improvement without having to beat someone else. With video games, which is totally non-athletic of course, people always want to beat their high score. Same silliness. Just adds a little twist to something you already like doing.
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