I def agree with you that Seth K is probably using this for his perma-dream of opening a next-gen airsoft site.
At the same time tho it's generated a pretty nice discussion thus far ¯\_(ツ)_/¯
One thing I've been idly thinking about is whether it would be possible to add a level of incentive into the mix for genuinely winning, small prize per winning member or whatever. Probably wouldn't work too well for a straight skirmish for reasons you've already stated.
Another thing I was thinking of is a messenger-esque role that could be divvied out by marshals, essentially you'd have certain people each taking a site-issued radio and trying to stick to one area of the site to keep team-mates around them updated on the specific objectives in play, steps required etc - I've found the biggest problem with playing the objective in certain games is down to how it can be hard to keep track of the objectives! People who end up securing some/completing them might never end up updating the rest of the team, and IMO that's a key part of why some people tend to regress into playing for kills.