Personally, I think that the whole "ISK makes the world go round" deal is one of the main things that makes Dust unique. Instead of hordes of retards charging at each-other with the best equipment in the game, people say "I'm not going to waste ISK on that", and play more strategically.
I believe there's already some sort of plan in place to make a win more valuable, however.

I'll start using proto suits with proto modules when it's financially viable for me to do so. When someone's using proto gear it's usually because they're confident enough in their skills or their resources that they won't go into the red after the match. I'm not quite at that point yet. Soon, though.

In the meantime, gathering up a lot of SP to improve my skills and dropsuit proficiency also improves the capabilities of my gear, which makes them better for me to use, and, in turn, me slightly more capable in a match.

Only time right now I'll run proto anything is on my logi, which has a proto repper, and on my hacker scout, on which I use a few proto hacking modules. Aside from that, I mostly run standard with a few advanced thrown in here and there.

I dunno, maybe if I ran the risk of going proto for a few matches I might find I'm actually skilled enough to not end up in the red and could maybe go toe to toe with some of the folk who normally run proto, but until I'm certain I'll be able to afford enough deaths to find out how much proto actually helps me, I'll stick with my standards.

[Edit] That said, though, I've never run away from a match just because the opposing team were proto-stompers. I'll stick in the fight as long as I'm able, even if I'm only able to help by hacking units and dropping uplinks or nano-hives.

personally i feel that the whole problem comes to how this game has progresed and how in many hotfixes/patches, has been given power to squads all the while nerfing solo play aswell...

what im getting at is that ALOT of players in this game are casual and whather this forum comunity likes it or not ,(and say it like this beacuse many people in this game doesnt visit the forums either) solo play is a very prevalent thing, alot of people just want to go quickly hop in shoot some dudes in the face atfer a day work ... BUT when faced with a very strong opposition do you honestly think that these players will stress themselves atfer whatever happens or has to go trough in life on an almost impossible comeback, and not only that lose quite a significant amout of ISK on a battle that wont ever reward as much? (if you play or played domination you will see what im talking about)

heck i even posted some ideas here to give some of the excesive power that has squads over actual teams whitout it here:
https://forums.dust514.com/default.aspx?g=posts&t=203438&find=unread

but what ever im sure this most likely wont change and people will keep complainig that others are leaving,redline sniping, and such anyways.

i disagree. Solo play has been COMPLETELY nerfed. Before i could earn an OB solo 20% of the time (which is awesome, rewards those who play the best)

Bandwidth was the final straw for us all.

This^^

I don't need to waste isk on this one match when there will be how many more of the same. Hou could potentialy keep asking people to lose isk by breaking out the good stuff. No reason for proto in pubs anyway. No proto in pubs would fix one third of matchmaking right there. The other two being no premades and no comms. Total random, insta join and out.