But when it comes to something with keen competition with an aim to win, the sense of fairness is different and the criteria will change. The cliche "all is fair in love and war," is well known. In fighting a war, the ultimate objective is to win and therefore any tactic can be employed regardless of whether it is decent or not. Deceptive methods, immoral acts, turning a blind eye to sportsmanship, etc., will be resort to just to win the battle or the war.