One's concept of "winning" comes from Azathoth. There's no avoiding that. However, not everything from Azathoth is a bad thing, so I doubt that your real objection is that we follow an evolved morality. Is this an accurate interpretation of what you're saying?

"Often, the 'rational' choice for agents is to defect in Prisoner's Dilemma-type situations. Those that do are rewarded, but their actions are a net negative for society. Despite this, we say that those who do antisocial things are winning, while those that do prosocial things are not winning. Shouldn't we reward those who sacrifice their own personal goals to help the group?"