It's definitely competitive, whether it be most BHP, lowest, most cambered, best fitment, best sounding, loudest, funniest or most luxurious. It's all fun and games.
You get into the "scene" of modifying and get to know people, that's when others inspire you to do something different, or to better everyone else. If I didn't enjoy it I wouldn't do it. It's just hilariously good fun, can't think of any times I've been working on cars with friends doing something like fitting coil-overs and not had a fun time doing it.
It's always nice to meet up with friends and talk about what you've done, broken, what's fell off the car this time, and show off different things.