It's about honor, I remember Saddam Hussein saying that after they held against the US for 40 days they "won" the war, because in their culture when a higher power entity goes against a weaker one, it is without honor and the weaker entity "wins" honor by being able to defend for that long.
That's not unique to their culture. Remember The Alamo? That was 190 years ago and we still celebrate our defeat.
Iran is pulling the same trick now, claiming it "won" just because the regime did not fall (yet). This is despite having lost most of their conventional army, navy, and air force, and having also mostly lost control of the straits of Hormuz.