Until they design the game without the medal for no-loss, with a way to easy replenish your troops (paying for them of course) without having to run all the way back to a shop...
I think no-loss for regular encounters actually makes sense though. Because it's the "best" one can do, and so it serves as a handy cut-off point to balance the game. What they need to do is to balance the game so that many different kinds of unit compositions can achieve no-loss, depending on the hero skills or spells and with optimal play.
Boss encounters should be designed to make you lose units to create tension though.
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