It's what recent history teaches to Russia. People kind of expected that peaceful end of the cold war is a good thing, but it turned out that USA & Western Europe won and Russia lost. And now US politics has audacity to poke in russians' faces with this "fact". It was win-lose.
After that, on 2000-s, Russia sought to enter WTO, even join NATO, and streighten ties with EU. But it mostly got humiliation and shown the door. It wasn't win-win.
Now, it's quire easy to learn that win-win scenarios don't work and win-lose do, and you want to be on a right side of win-lose.
And I wold argue that win-win fails to perform in modern world. It's now more like lose-lose. Iraq? Syria (for all parties including Russia)? Lose-lose. Even international trade starts to show this character.
But after all that said, speculating on peoples' beliefs instead of facts is always opinionated.