Actually, UPS didn't win anything. Here is a group of people putting their dissatisfaction about them on the e-waves. Most are in agreement about how bad they are. Many others are reading the posts. Some of them are going to remember these posts when they choose a shipper the next time. And some of those probably will not use UPS because of what they read. In the end UPS will loose business. No win there.
BTW, I still have a box that UPS crushed during shipment. Luckily it only contained a shirt, so no damage done, but it could have been something else - UPS didn't know, and obviously didn't care!