Exactly. That mentality drives me nuts. That's what's wrong with just adding a few more teams for the heck of it (to comment on your reply, dog17487). It would water down the playoffs and make the regular season less important.
This is a larger problem with our society - we all play so we should all get an award.
It's, in a way, the same issue surrounding the over time. Everyone thinks they deserve a chance to score and win. No, you earn that, by playing defense and getting the ball back, if you lose the coin toss. If you can't play defense, your offense shouldn't just be handed the ball in scoring position. If you can't win your division, you shouldn't complain about not making the playoffs.