There is nothing wrong with wanting to win, or trying to win, that's pretty much the goal that players aim for when they're going in to play. I think you're misconstruing "simply wanting to win" with "wanting to humiliate someone by winning and cannot accept losses". It's perfectly fine to want to win as long as you show good sportsmanship, it's common sense. The way you make it sound, is that you want people to purposefully throw the match, or that you have no faith that people have the ability to handle losses well, hence why you brought up Lean as an example. If it's because you want players to come into a match with a "having fun" mindset, how do you know most of them aren't already like that anyway? You can both have fun and want to win, it's not impossible. In fact, that aim to win and trying your best to do it could arguably be fun for many too, because it makes it more intense. It's probably why so many people enjoy a competitive scene.
And yeah, Beyblade does require you pay for better parts, but that's just the nature of it, it's not like they'll give parts away for free. I understand not being able to get every beyblade in the market, I can relate to that, but it doesn't change anything. Beyblade will always have elements of paying to win (albeit with skills required too), unless they never ever make the new parts better than the old ones. TT will always pump out new and better parts, to keep players excited and to try and make the game stay fresh. Not to mention there's other formats that don't necessarily require as much constant purchases of new products, so you could always go for that. Heck, if you claim not to care about winning, then why worry about other people using better beyblades? I'm almost certain that caring about someone using better beyblades mean that you do still care about winning as well, to a degree.
I agree that winning isn't everything, but people wanting to win don't necessarily think that winning is everything either. Now, I haven't been to a tournament myself, but there are plenty of other examples outside of beyblade tournaments that apply this way of thinking. Unlike the anime, I don't think that people are going to get all "shadow covered eyes" and pull a Red Eye or something just because they lost. There's no doubt that some people will feel disappointed, and that's fine, and many will take their losses and learn from it, to try and find ways to counter it next time it comes up. I also don't think that people who want to win are going to be like Lui, Phi, Lean or any other rude or ruthless character in the show, nor would it turn them into those characters.
My Cho-Z Reaper Deathscyther .12.Cr concept render, click below to see!
No I don't plan on doing more yet.
I should probably go back to making fan custom Zero G beyblade concepts again