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Quite simple what do you care more about ? Some people seem not to bother with KD and just play objective based games like domination and just capture all the time.
Anyone can get a good w/l by getting a full party and owning the noobs on tdm, which is mostly what I see with people who have high w/l. On the other hand anyone can camp and get a really good k/d so imo neither matter too much but still fun to set goals to get them high and maintain them