How do you propose to change the incentives? The incentives are money. Surely you have something more helpful than whatever you wanted to accomplish with your retort.
If I told you to your face that you were "sick and vile" for trying to do your job to the best of your ability - without a hint of play or irony - you would probably complain to HR. Name-calling doesn't have to entail the use of nouns.
How do you propose to change the incentives? The incentives are money. Surely you have something more helpful than whatever you wanted to accomplish with your retort.