People who push for this will always be called assholes because they force team members to stretch themselves which is never a comfortable proposition.
The corollary to this is that to win by not being an asshole, find something that is needed/wanted but no one else does or that which you can do 10x better than everyone else. Without competition you won’t need to push you or your team that hard.
(The only catch with having no competition, is that, having no competition will slow down the rate at which you can improve or stop all improvement in most people.)