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Yes, sadly in todays sports environment, it is all about 'me'.  In school sports parents always want to talk about playing time.  They could care less about the success of the team, or the morale of the team.  They are only interested in their little Johnny.  He (she) may not have the skills or experience of other players, but that doesn't count with their little Johnny (Jane).  Such parents and weak administrators have run good, caring coaches out of the profession. 

Such attitudes are not just found in middle- or high schools.  The colleges have their share of prima donas.  Bobby was a high school stud.  He was offered scholarships by several schools.  Yet if he doesn't get significant playing time as a freshman, he complains and wants to transfer.

Or worse, look at the pros, particularly the NFL.  A defensive lineman sacks the opposing quarterback, then jumps up and pounds his chest.  Look at me, look at me.  Well he practices sacking quarterbacks every day in practice.  He gets paid to sack quarterbacks.  Sacking quarterbacks is his job.  Why celebrate or call attention to oneself for doing what is expected of you?  Oh well.  Nobody asked me.
Please see Look at me