This is an excellent article on the subject of the often hotly disputed casual versus competitive player.
It has been my experience in over 20 years of wargaming that most people actually like to win and play to as such.
Do you visit online forums to read up on tactics and rules ? Do you make changes to your army after losing a game ? Have you ever got upset after losing a close game ? Don't be ashamed of being competitive... none of us believe your BS anyways.