This is precisely why society speaks a lot of the survival of the fittest. Those who are not tough enough eventually show themselves to be losers. We are nurtured to exalt mottos like "Born to win" and "We are the champions". Nobody likes the idea of being only second best. Strive to always be the best because nobody dares to mess with the best. If you fail to be the best, you will gain no respect.
One might say that humility ceases to be a virtue when survival is an issue. Of utmost importance is success, and only when one is successful that the virtue of humility can be cultivated. In success, you show yourself to be humble only to be even more respected.