We don’t just use ‘winning’ because, well.. ‘winning’ can easily work out to ‘losing’ in real world terms. (think of a person who alienates everyone they meet through their extreme competitiveness. They are focused on winning, to the point that they sacrifice good relations with people. But this is both a) not what is meant by ‘rationalists win’ and b) a highly accessible definition of winning—naive “Competition X exists. Agent A wins, Agent B loses”). VASTLY more accessible than ‘achieving what actually improves your life, as opposed to what you merely want or are under pressure to achieve’
I’d like to use the word ‘winning’, but I think it conveys even less of the intended meaning than ‘rationality’ to the average person.
There is a reasonable question about why it is that “For group decisions that require unanimity very little passes the process.”. How much of this effect is honest difference in values, and how much is mere linguistic artifacts caused by our tiny communication bandwidth and how sloppily we use it.
IMO any CEV algorithm that had any hope of making sense would have to ignore words and map actual concepts together.