Lose with Honor or Win with Dishonor

My idea for this topic primarily stems from my time playing Call of Duty but the essence of my question is pretty universal in gaming. (If you had to choose being one of these two cases, in this scenario taking out playing honorably and being successful) Is it better to lose while playing a clean cut game, without underhanded and other unsavory conduct / tactics.... or Is it better to win at all costs and nothing should be considered off limits if it is built into the game's mechanics? I personally (going back to my CoD example) go 10-20 every game and play like I have some sense rather than go 20-10 and play like the biggest twit. It isn't even about being good or bad at certain tactics, since in my opinion only a punk would try to be good at certain things (like quickscoping for example) tl;dr (I'll be nice) better to lose playing with sportsman like conduct or win without it