Clearly Mur would like people to balance their fights. To get this result the reward for having balanced fights should be higher than any other state of player wins/losses.
Ignore for the moment the issue of honor as most people will be able to gain honor unless their Wins-Losses is significantly higher than the global average and as long as you're gaining a bit honor isn't that significant.
Looking at XP:
A balanced profile gives your creatures twice the XP and 1.75 the XP to your stats. For the high end MP5 players who have little trouble leveling creatures stat XP is far more important than creature XP
. But for the sake of simplicity we'll ignore that issue and pretend that you get twice as much XP across the board for a balanced profile. Average fights repeatably available at MP5 on the good end run about 3k-5k vitality (there are a lot which are <2k and you can sometimes get a fight which is over 40k). Let's assume that the average is 5k vitality. Therefore fighting with a balanced profile will give you an extra 5k XP (10k total to creatures instead of 5k, and 35k to stats w/heat instead of 20k).
For having a much lower Wins-Losses than the average you get a flat bonus to XP. Making the same assumptions as above if the average extra XP you get from a fight due to getting more than 200 honor is greater than 5k then it's better than having a balanced profile. Unlike a balanced profile there isn't a limit to how good a high loss profile can get, as time goes on it'll just be better and better, it could give you an extra 100k XP per fight or 200k... it's only a matter of how many losses you have.
Again the fundamental problem is that players are rewarded more for having an extremely low Wins-Losses than they are for having Wins-Losses=0. Clearly there are a number of problems with people being motivated to generate as many losses as they can, so I won't go into those here.