No Sirlin, is very much advocating that games should be about winning. It's one of his key ideas on the philosophy of game design.
Lol, he must be a real joy at family events.
His games might bring more joy at family events. I like games which are designed to be fun when everyone is trying to win, not just when the winners are also having to subtlely contort their decisions to avoid ruining anyone's fun. I'm not familiar with Sirlin's games, but I do recall reading a similar point in reviews of the "German-style" games which have revitalized board gaming: since these games' mechanics try to make them enjoyable to lose, not just to win, it's easier for people to both try to have fun with other players and try to win without one goal compromising the other.
Rules: