Sounds like passive-aggressive attention seeking, probably to sell product.
I can understand adventuring conflicts without lethal violence quite well, and so did our ancestors. Jousting and jousting rules, wrestling and wrestling rules, and other such sports are quite prevalent in our shared history and in our history of RPGs. And adventures with even milder conflicts, like skill contests, have been ever present.
But eventually you can come to a point where there is no conflict, no disagreement, basically no dissent or deviation from "goodrightthink" -- and that internal totalitarianism is the death of narrative, progress, and diversity. AND they don't hate narratives, progress, and diversity, do they?!?!
No friction, no individuality, and no search for meaning; stasis equals nothingness.