Don't blame the player. Blame the system
Willard's system is made for people to want to win. I'll divide it in two sides.
(I have civil protection whitelist, and play it frequently, and I also main rebel, so I have absolutely no bias)
CIVIL PROTECTION:
Civil protection, while not losing as much as rebels do upon dying (Unless you're a rank leader), DO lose a bunch of progress upon death. This is what understandably makes them want to have their characters survive, and therefore PLAY TO WIN, altho, precisely for the specified above, because they don't lose as much as rebels, there are many players in the faction that sometimes do play to lose (Including myself).
Losing consequences:
-De-ranking
-Losing all your backstory
-Losing all your credits
-Losing all your character relations
This can take away from one week to months, or even years in the case of rank leaders.
REBELS:
They're pretty much obligated to grind, and incentivized to do so (The whole system is around that, with lootcrates and the crafting menu). A top tier rebel will have spent from 1 month to years in their character. That's why they're almost obligated to play to win, and prepare ambushes that give them the full advantage over the situation. Playing to lose is punished with death and the loss of months of progress with a character.
Losing consequences:
-Completely starting over from the beggining
-Having to re-grind you way up
-You lose every conection, and backstory
-You lose every single script and skill.
OVERWATCH TRANSHUMAN ARM:
OTA are non-characters that don't lose anything upon death. They shouldn't play to win, right? Well, in my opinion there's a 50% on this. IF OTA don't play to win, then rebels will always win, and that's not fun for anyone. OTA should play to win, but have the dissadvantage (Like that event in the lighthouse with tons of rebels against groups of 8 OTA), causing them to win in some situations where rebels can't win even with the advantage, and lose in others.
There are no losing consequences.