So what happens when you stop caring? Your standards slip? You lose friends? You just stop trying as hard? Or may be it's just too difficult trying to please everyone all of the time and you're fed up with always coming last.
Maybe at the end of the day the only person who really matters is you. And if others see your way of thinking and care enough (by return) they'll just go with it. Maybe those are the true friends and not the ones who want you to comply with their rules.