Good questions!
You set goals, for one. Easier for competitive shooters since there's a benchmark to measure yourself by, and usually a series of markers along the way. For a Service Rifle shooter, there's the Distinguished Rifleman's badge, and The President's Hundred. Earn those two, and you're a true Service Rifle shooter. Other benchmarks you can set for yourself, such as making High Master classification with the Service Rifle, instead of with a Match Rifle. In Silhouette, there's the Grand Slam; ten animals in a row on all four banks of targets. Or, just moving up in classificaton, from AA, to AAA, or even Master. Same for any other type of shooting competitons, from Bullseye, to Smallbore Prone, 3-P, 4-P, etc..
I'm firmly convinced that those benchmarks, and the hardline goals set along the way are what draw some people to competitive shooting, and drives other away from it. Some people don't like finding or being reminded of their limitations. Competitive shooters need such indicators, and focus their energies on improving on those areas. There's no BS'ing a scoreboard. Either you performed, or you didn't, and it's there for all to see.