Well, currently it's like this IMO:
Gold: You get 30 gold for a loss and 100 for a win. But loss gives you an option to revenge, which will net you 1000+, so the 70 gold difference feels like nothing.
Souls: You get 1 soul for every opponent troop defeated by your defense team. Then when you do revenge, you get ~60 souls / 5 successful revenges. So that nets you more than winning with your defense team.
Glory: Amounts feel so low that does it make a big difference? I get 30 glory / treasure map, so...
OK, you don't need to do anything for your defense wins, they come without any effort. But still the rewards feel very low.
I'm planning on getting 1000 revenge wins and then setting a real defense team. Hopefully that ladder point system brings some sense to pvp.
Nonetheless, I win over 95 % of pvp matches played no matter what the opponents troops are, since the AI is so stupid. The game is just a grinding experience for me. A real time pvp would be the only hope for me to have a real excitement about winning or losing. Now it's just grinding. I like it still, don't get me wrong. And from the glimpses I've seen from youtube this pvp update seems like a real improvement nonetheless.