Getting zero is better until there is a concede option; ten is worthless, you can't "learn" anything when the enemy heroes are three levels higher than you and the only reason you haven't lost yet is because they can't break your static defenses, and banlists are stupid.

The losing team does deserve more favor, and favor should be awarded for more than just certain awards; it would be annoying to be a 10 kill 8 assist 2 death player when your best was a 12 kill 10 assist 0 death player, so you get nothing, and somebody who went 3/3/5 gets more points because he spent more on citadel upgrades or capped more flags.

Or have the rewards be team-spesific. Of course the team that won will generally get most of rewards, which is the big problem. Winning only gets you, I think, +60 favor, and the highest I've gotten was over 200; if the rewards where distributed amoung each team, it would be less of a huge deal that you lost. I also think there should be (if there isn't already) a way to modify favor points by the number of people playing. If you play 1v1, you'll get a ton of rewards. Much harder in 5v5.