Your swap au made me think
The Alenoah fandom likes to put Noah's sisters as being all successful in their chosen career/sport and I can only think of the pressure for success Noah would have.
Just imagine, being the youngest of 9 children and having all 8 older siblings be successful, and then there's the youngest; his parents don't expect anything of him because his sisters already gave them everything they could've asked for and more.
Thinking about it maybe that could be the reason canon!Noah is so apathetic and without drive, nothing he could do would compare to what his sisters already did.
I really like your way of thinking. I really enjoy when one of them is a soccer player. Kinda paralels a bit with Carlos.
Giving fame to his family siblings—and the money, even— is like a situation where nothing he does matters. Entering Total Drama because he wants to success like his sisters, but not caring because at the end of the day, his family doesn't need the money and winning a reality show —where in real life it is demonstrated that they are staged as fuck— wouldnt amount to anything his sisters have done. A lose/lose situation.
But giving him the motivation, the pressure, a motive... That's why I enjoy reading fanfiction so much. Noah has enough open to just wonder and try to expand on him. That's why I love him so much.
It's kinda funny that you touch this subject, because it is a bit of the opposite in the AU. It has the same premise of everyone in the family being famous, but Noah, having still the ability of not giving a flying fuck underneath his persona, the mask, he doesn't care about the expectations his family has set for him.
He used to, but the pressure...
"With a mind like yours, we could be on top of the food chain. Instead, you are wasting your talents reading and staying on computers all day." "Go hang out with your sister! I don't care that you don't like her, she will help shape your inadecuate figure." "You fashion sense is a disaster, Noah. Change your clothes in this instant!" "Stop frowning. You look disgusting when you do that. Why did you have to be born with such a big forehead and those wrinkles? Eugh..."
...It was just too much for him.
So no. He doesn't care about the expectations. Noah won't win in name of his family even if in some part if him wishes they would feel an ounce of pride if he did. He has his own motives to be in this show, and that's why he uses whatever he has at his disposal to get the million, no matter the people he hurts on his way.
He has no need for the fame, his family needs no money, but winning this means everything to him. He's pressured to succeed.