I can understand what Prince Lucianus is talking about. I belong to a clan of old fellows (Les Azes) who are playing together since the beginning and the spirit is really one of our problematics.
My friends and I have organized one of the biggest torny ever (Rugbowl 2009 : 144 players by teams of 6) and we wondered how to keep the original spirit with such a number of players.
Actually we realized that there are teams which are coming to win (Team France, BB Stars, Les Azes...), other ones are coming to have fun without no hope of winning (Wooden spoon Team, Team To Loose, Loozing Brigade International...). I just want to add that the powering teams are there to enjoy too...
The swiss system generates a natural division after round 3 (around) : the "winners" are playing against eachother, having fun of those competitive matchs, and the "gamblers" can laugh by attempting 6+ (halfling treeman dodge) and missing it !
At this point everyone is having fun and the final winner really deserves it.
Just think that a lot of people of our generation (35 years, working, with 1 or 2 children) are able to play for the win AND having pleasure to talk with the other coaches between the rounds just like the Eurobowl spirit is asking so...
I think that the "spirit lost" is a myth and we can trust the new members of the community to be gentle, socializing and even funny while they smash your team