"Winning" and personal behavior are two different things ... and it's an extremely weak position for a team to take when it says ... "Just win! We don't really care how you behave or how you represent this team in the process! Just win!" Personally, in my experience, better discipline ... in ANY endeavor ... is a distinct positive and a desirable personal characteristic.
(The New Orleans Saints may be one of the current examples of that line of sports thinking that says ..."Win ... even if you have to willfully injure their guys to do it!")
In high school, we also won league, state and regional championships ... in basketball and baseball ... wearing our jackets and ties ... with our prescribed haricuts ... and making sure that wherever we played ... we left dugouts and locker rooms and any other facilities as we found them. There is no downside to good conduct and behavior.