They need to aggressively lower kit costs. You can buy a Lakota for 7k, about half the cost of a mid kit, and make easy money dropping supplies and groups into the HZ. Maybe get shot down once per game but realistically you can live the whole game if you're a decent pilot. I've made as much as 160k and I am mid skill.
Compare that to dropping 15k on a kit and getting picked off by a sweatlord or hacker 58 seconds into your deployment. It makes zero sense and it is why you see a lot people wanting to run logistics or fobbit the whole game instead of run assault.