To be the champions, and for that to stand out above all other places, by necessity second place cannot ever be good enough.
That isn't to decry second place, the pinnacle, the absolute pinnacle is to win.
To within 1000ft of the pinnacle of Everest is a hell of an achievement, but it will never satisfy the climber who wants to conquer it. 1000ft short might at well be base camp.
To be a few milliseconds short of a world record is stunning. But to an athlete setting out to break the world record, it may as well be minutes short.
To be nominated for an Oscar is a hell of an accolade. But to an actor, they won't be truly recognised for their greatness until they actual win one.
This is how it is. It's not churlish, it's not unsporting, or ungracious. It's simply failure to them.