I don't think so. I take "wining" to be actualization of one's values, which encompasses minimizing loss.

Furthermore, I think it actually helps to make the terms "sexy", because I am a heuristic human; my brain is wired for narratives and motivated by drama and "coolness." Framing ideas as something Grand and Awesome makes them matter to me emotionally, makes them a part of my identity, and makes me more likely to apply them.

Similarly, there are certain worthwhile causes for which I fight. They ARE worth fighting for, but I'm deluding myself if I act as if I'm so morally superior that I support them only because the problems are so pressing that I couldn't possibly not do anything, that I have a duty to fulfill. That may be true, but it is also true that I disposed to be a fighter, and I am looking for a cause for which to fight. Knowing this, dramatizing the causes that actually do matter (as great battles for the fate of the human species) will motivate me to pursue them.

I have to be careful (as with anything), not to allow this sort of framing to distort my perception of the real, but I think as long as I know what I am doing, and I contain my self-manipulation to framing (and not denial of facts), I am served by it.

I think you're defining "winning" too strictly. Sometimes a minor loss is still a win, if the alternative was a large one.