I know the original post was closed so forgive me for wanting to comment but I came into it late.
Seems like poo pooing the awards for various reasons is pretty popular.
I'll feel a lot more convinced of the poo pooer's sincerity when one of them wins an award in NAHBS 2010 and refuses the award citing their principles.
Personally I would be excited and honored to win an award and just just try to believe that I won because my work was judged as fairly as possible to be the best in that category at that particular time.