They only want to be the Microsoft of local gaming. Everyone wants a piece of something, and there may not be enough to share. And none of that desire to succeed is motivated by passion for gaming, merely greed. You can say this hypothetical scenario is exaggerrated. But this could actually be happening sooner that you think.
Gaming is about to become bigger than the game.
Winning is not the bottom line. Neither is fame and fortune. It's about the passion and the joy of gaming. From my experience with quake, the so-called 'training sessions' back then were never a serious affair. Teamplay and coordination was something that came naturally.