I think the word 'race' is being mis-used by some (maybe even by me).
I do a few sportives events, and as has been said theres no individual winner. But as I said early its a challenge, if im doing 50, 80 or 100 miles I like to do the course as fast as I can (as do so many others). I use it as a measure of my fitness and to see if i have improved since the last time.
We all have our reasons for entering sportives, live and let live. If someone likes to think they have beaten many others to finish, well let them get on with it. After all they are only kidding themselves.