With queue times being what they are, it is greater honor and rep per hour for Alliance to lose quickly rather than fighting for a win in Alterac Valley. While this may be a concern only for a minority of the team on Alliance, if the motivation to not strive for a win is shared by even a small number of players, it places a great burden on the remaining players. As battlefield losses mount, more and more players are incentivised to stop participating or stop trying to win the battle. The more often this happens, the more disheartened the Alliance get from the get-go.
This reduces the quality of play and the game for both sides.
My suggestion would be to dramatically increase the bonus honor awarded for wins, towers burnt and captains killed awarded to Alliance in Alterac Valley.