If you go down the road of its just about the dog, there wouldnt be any trials at all.
Like it or not, if ya love trialing, there *is* a competition component, and with competition, comes recognition of success. Without the recognition of success, there isn't the point in competing. So be honest with yourself.
Otherwise, if it were truly just about the dog, or just about the people, folk would be happy to just play with their dog in their own yard or training space, and have potlucks with friends.
It isn't a bad thing to enjoy the competition aspect. I find most people who compete a lot and then say "Oh it's just about the dog!" are in some form of self-denial that they actually enjoy the competition component. Recognize it isn't just about the dog, but you too, and the enjoyment you get from competing. And THAT IS OKAY. Embrace it. It's not an either-or thing. It can be fun for your dog, and you too, for a whole host of varying reasons - and THAT IS OKAY! And realize most people who enjoy competing want the achievement recognized in some form (or what was the point of competing?), and standard form is ribbons/awards. If what is the Status Quo of standard for ribbons/awards isn't provided, it will create some bad feelings. Think of it in terms of positive reinforcement. If your dog was trying so hard for something, finally got it, but instead of a special reward (say status quo for a party is vienna sausage) for job well done, they got nothing. We'd never do that to our dogs. Of course we have higher reasoning skills, but it still doesn't "feel good".