Let's face it: the folks who became poker players are the ones who didn't share their toys well as children. Splitting a pot is an almost obscene concept to most players.
In Holdem, your biggest fear is probably that Stanley from New York didn't fold when he should have, and might catch a lucky card on the river. In Omaha, you have much more territory to defend.
You see potential, you bet based on that potential, and you either win big or go home wondering how to explain the big hole in your bank account to your spouse.