This is true, and we often use the phrase "sport jiu-jitsu" to make this clear. I have trained BJJ for close to 9 years, and I am a purple belt. Most people who train jiu jitsu also train no-gi, though. Personally, I try to favor strategy that I think would also work in MMA or even a real fight.
However, what differentiates jiu jitsu, wrestling and boxing from a lot of "traditional" martial arts is live sparring. I think that people who practice a martial arts with an emphasis on live sparring will have an enormous advantage if a real fight because live sparring is a close simulation of the real thing. Yes, your opponent won't follow the same rules. But, you're only good at what you train. And in order to train something regularly and not get constantly injured (or worse), you need to have rules.
Chael Sonnen, an MMA fighter who will fight for the UFC light heavyweight belt, makes a great observation in this interview. His observation is, in MMA, figure out what techniques were illegal in your opponents main discipline, and do those: http://www.youtube.com/watch?v=33BrIxAu7-M
(Yes, Sonnen does a lot of trash talking before his fights, and is full of hyperbole. Don't let that fool you. His analysis of MMA is some of the best I've heard.)