When it's about sports, or another kind of competition, it's natural.

But when it's about values, the message also can be: my values are the best there are (to the other's ears: if you think your values are the best, it means mine are not good, which of course I cannot accept, as I believe mine are the best).
It's the same with language: most people believe their motherlanguage is the best, the most beautiful, the most logical. But that's only subjective.
Coming from Belgium, the language and culture issues are very strong. I live with that all the time and my flemish speaking friends respect me because I respect them and the same must apply to values.

Raoul