I dunno, when my cat kept wanting to climb up furniture he shouldn't (being bad), getting sprayed with the water mister a few times taught him not to do that anymore. Think of this as a discussion on an XIV style water mister.
This is because your cat is a stupid animal, and operant/classical conditioning works for animals and small children. It doesn't work as well for humans with any reasonable amount of cognitive development. Think of an example of where there's a negative reinforcement or a punishment in place for not doing something, but people do it anyway. If you didn't think of one in less than five seconds, then you might be cognitively challenged enough for conditioning to be your solution.
The problem with XIV is that the feedback you get from death isn't very meaningful. When, say, a basketball player shoots a basket and misses, he doesn't generally have to worry about being punished for missing. He just sees that he missed and knows, **********, I ****** up." He then tries to use the feedback from his miss (too short/long, too far to the left/right) to prevent further misses.
When you die in XIV, you probably didn't do anything particularly wrong, other than pick a fight with something you shouldn't have. There's no real lesson learned or skill acquired in the process of defeat.
What makes death meaningful isn't how much it sucks to be punished, but the fact that you can use the feedback to better yourself as a player. Reversing things by offering a reward for not dying won't change this-- you're actually rewarding people not to take risks (not so different from punishing them for taking risks), which further reduces the incentive for putting themselves in situations where they would actually be challenged, develop skills, and find victory/defeat meaningful.
But this is a concept that the developers clearly don't understand. They didn't understand it in XI, either. They were just a bit luckier in their guesses/theories, it seems, because there were many instances where at least some sort of skill was pertinent (even though it was mostly social skill).
Ok, now we're going to get slash fiction of Wint x Kachi somehere... rule 34 and all...
Never confuse your inference as the listener for an implication of the speaker.
Good games are subjective like good food is subjective. You're not going to seriously tell me that there's not a psychological basis for why pizza is great and lutefisk is revolting. The thing about subjectivity is that, as subjects go, humans actually have a great deal in common.