Bekele's quote is full of crap.
"I've now been training very well since Daegu and I don't regret going there, I don't count it a as a defeat because I didn't finish the race; I still feel I have a 100% record at 10,000m."
If you show-up on the starting line and start the race but don't win you are not still undefeated. Bekele lost in the WC's. He needs to get over it and stop saying it didn't count because he didn't finish.
We need to go back to the old days when if you DNF'ed you didn't get paid or invited back. That would stop some of this crap we see with some runners, who if they aren't having a perfect day they drop out.