I'll be watching TV and I'll see the captain and manager of a losing team say "We lost because we played badly, and the other side played well - we deserved to lose".
Instead of which I constantly see people talking as if their defeat was attributable to anything and everything, except the players' poor performance on the night. "The lads will be disappointed with this result, but they'll dig deep and bounce back" is a euphemistic way of saying "We know it's our fault because we played like a bunch of donkeys - let's hope we have better luck next time"
And what's all this about 'conceding' goals - why don't we just say the other side scored against us? You don't 'concede' things to an opponent, he/she wins them. It's just another example of not wanting to upset people by using negative words. You don't lose battles any more, you concede them.