I am not saying that we should double the reward for villains, but that it is twice as important. Everyone should be rewarded the same way, otherwise, sure, it rewards bad behavior and we don't want that, we don't want to excuse the bad behavior either.

But you rise an interesting point about victims. A criminal shall pay damage to the victims, and a successful author can do it. A worthless thug or someone perceived by society as such can't, not just that but he will continue to be supported by society for as long as he lives.

The reason I think society today is more "lax" towards criminals is that we focus on rehabilitation. That's the only way for criminals to repay their debt to society. We used to have them do slave labor, but modern society doesn't need slaves, it needs skilled workers. We can also kill them all, but that's extreme and carries a whole lot of other issues.

If you perceive reward for villains as twice as important, villains will be more likely to obtain the rewarded. The non-abusers will be less likely to get that reward. End result is that villains will be the ones more likely to be selected in whatever competition you are at.