I was about to say that the lack of winglets on the 777 might have something to do with how "flexy" the wings are ... that the amount of tip deflection (and corresponding changes to the relative wind on the winglet) throughout the normal range of operating weights is too significant to "average out" to any appreciable savings.
Or, it could also be due to some kind of decreased flutter margin (a la VMO varying depending how much gas you have in your tip tanks) ... hit some significant turbulence or the pressure distribution changes as you push into transsonic speeds and the response could be more dramatic when you have a less-rigid structure.
But, the 737NG wings are also pretty bendy compared to the older planes, so maybe I'm full of it. The only thing I can think of is that minimum-to-maximum weight operating range of the 737 is small enough, and the wings are still sufficiently rigid to constrain the operating condintions into something that allows a net gain from winglets.
Case in point (maybe?

if you assume there won't be much variation in ZFW). The 787-8 and 787-9 have MTOWs of 476000 lb and 540000 lb, both with 224600 lb usable. That's a potential weight variation from takeoff to landing of 41% and 47% of the MTOW and neither of these planes has winglets (interestingly, they have different wingspans of 197 ft and 203 ft). The short-range 787-3 has a max gross takeoff of 361000 lb with 74200 lb usable. That's a potential variation of 21% MTOW and it does have winglets (and a horizontal wing span of 170 ft.)
Just for numbers:
a high gross weight 777-200 can be up to 52% fuel (couldn't find numbers for the -200LR),
a 737-700 up to 35% (30% with winglets if I read Boeing's table correctly),
a 737-900ER up to 32% (28% with winglets),
BBJ up to 42% and BBJ2 up to 40% ... that's a little high to exactly support the theory unless someone can tell me the SFC of a BBJ isn't as good as its -700 and -800 equivalents,
an MD-11 up to 42%,
and a CRJ-700 up to 30%.
So, who's working on those variable-geometry winglets? :yar: That's the best solution, isn't it

sarcasm

?