To me, I don't think it's so much the actual winning/losing that is in play there. Bf2, in the end, is a game about how many points you can score. Therefore, I think that the mechanisms in play are that when you are winning, it is usually easier to score points. You are probably pushing hard towards their flags, getting some awesome kills here and there, etc. etc. If you are losing on the other hand, you are probably getting bomb raped by J-10's, or are getting constantly artilleried, armored, etc.
To make it simple:
We all want to maximize fun in BF2 -> Fun = Getting kills + getting points + pissing noobs off -> Being on the winning team makes this easier ==> THEREFORE, winning means good in our minds.
If there was a reward for winning then maybe we'd all be more inclined to play as a team. That is why the commander encourages his team to work together and to SACRIFICE for each other. Because teamwork and strategy = winning. To him, winning means 2 times the points (that's a shitload of extra points). To the rest of us, it's just the slight difference between having possibly easier game or not. Not high enough of an incentive.
To make it simple:
We all want to maximize fun in BF2 -> Fun = Getting kills + getting points + pissing noobs off -> Being on the winning team makes this easier ==> THEREFORE, winning means good in our minds.
If there was a reward for winning then maybe we'd all be more inclined to play as a team. That is why the commander encourages his team to work together and to SACRIFICE for each other. Because teamwork and strategy = winning. To him, winning means 2 times the points (that's a shitload of extra points). To the rest of us, it's just the slight difference between having possibly easier game or not. Not high enough of an incentive.