There has to be a sense of competition, but without a balance it can become very damaging. We see the freak outs on here over scores, spreads, drops, etc.
As a performer, if you get caught up in this, it can provide not just frustrations but a sense of emptiness in how you view your accomplishments as a team. There may be a level of resentment towards the "weak" links or units. It impacts how you view, watch, and interact with your direct competition. It can be dangerous towards the psyche of the corps.
But it can also be a huge motivator, especially in those rough days that every member has on tour.
Culture of the organization and how scores are communicated from the top down are huge
As far as design, it is the job of the design team to provide a product that appeals to each level of the audience. I always felt that is most important. I hate seeing designs that seem to be strictly built around the judging sheets.