Were the balls deflated to give a winning edge to the Patriots over the Colts? I don't know. But, it seems to me that these days winning is valued as more important than being good or being right. One immortal football coach was quoted as saying "winning is the only thing."
I disagree. If winning in the eyes of the world itself were the only thing, Christ might have led the zealots to defeat the Romans. However, Christ dying on the cross was successful in ways the world did not recognize. In rising from the dead, Christ was obviously the victor over death, hell, the grave, and those who had put Him there.
Winning, if it includes deception, may bring unintended results. Being good, in the way described in God's Word, brings blessing and God adds no sorrow to it. (The fact that these things are self-evident is a testimony to the truth of God's Word, the Bible.)
So, being good, in the sight of God, is our victory. Obedience to God's Word is better than religious sacrifice on some public altar. Being honest is winning in and of itself. How do we know this is true, even if others tell us that we are being "chumps?" Because their judgement doesn't hold as much weight as God's.
Now, if we don't take God's Word, the Bible, as truth, then we have no basis for figuring out what is right or wrong except our personal logic. We are lost in an endless argument with others over who's values are more important than someone else's. We have no objective standard by which to win the argument except will power and the weight of group opinions.
In that way, we can use winning public opinion as a way of justifying our claim to be right or good. It won't matter, though. Being truly good is a matter of judgement reserved to God alone. He can see through us to our core. The public cannot.
I do believe that in our current American culture, winning and losing as moral values has replaced our former values of good and bad. However, there is more to the topic that this simple conclusion.
Winning and losing, good and bad are all principles that work. Whether we value them or not does not matter. Whatever it takes to win will work. Whatever it takes to lose will also work. No one ordinarily wishes to value losing. But, principles work whether valued or not.
Winning the Lombardy Trophy may bring unintended and negative results if winning it involves cheating. Winning the approval of God brings blessing and He adds no sorrow to it. When we stand before God, will He ask, "Who won?" No, He will ask, "What did you do about the Christ I sent you?" Our answer had better be good.