Oh this is simple.
He doesn't want the recognition that comes along with winning. That would expose him (a lot like all of this is doing).
For him - his key is to get good, solid results. Be "one of" the best, but not THE best (or close to it).
He needs stuff to brag to people, needs him name on a list on the internet to show to people, needs valid sources on the net that backs up his claims about how much of a badass he is.
13th place works. 27th place works. To the people he's trying to get involved with - it shows he's a top level runner.
Really, REALLY sad.