I digress slightly, but I think this has become a problem across so many spectrums of life, not just in cheer. The clearest example is in our schooling system. Nowdays people feel like every child should get an award, every child needs to feel "special" and like they are "winning", so now instead of the person topping the subject getting an award, for example, everyone is getting awards just for "trying hard". It completely devalues the person who is actually winning/achieving IMO. I don't think there is anything wrong with having only the winners receive awards, and I don't think that this damages children's self-esteem (like so many people think). On the contrary, it actually teaches them important life lessons. The world is not all sunshine and rainbows, sometimes you win and sometimes you lose (even though you may have tried your hardest), and learning how to deal with that is an extremely important skill.