It's not about making the rich get richer at least on my behalf because they shouldn't hand out rewards like gems, keys, etc. Just promote guild unity, and a way for a guild leader to show appreciation. It's not about picking a player and giving them 50 gems for instance.
That's why i'm all for having unity building guild activities. In the end nothing is going to stop players from leaving, we can't fix that, and it isn't a problem that needs fixing. But the game can use more guild building activities.
Player freedom is important, but right now Guild Leaders really can't do anything for players that are loyal, or go that extra mile every week, or are very helpful, etc.
The reason obviously that this would help that some have missed, is if someone thoroughly enjoys their time in the guild through activities and such it might make them stay that much more.