I’ve been thinking about this quite a bit lately. Basically, I disagree that people mostly run from fights once their friends start falling - that’s a rout. Most of the running happens, IMO, before the fighting starts.
One of my realizations was that actual combat is usually prefaced by quite a bit of posturing, but I think tactical wargames have essentially trained us out of this.
Fully committing to a fair fight is a terrible idea, it’s likely to lead to a slaughter on both sides. When forces of similar size meet, there’s a whole lot of posturing and maneuvering that’s doing things like signalling the intent to commit (“If you attack, you’re going to go home with one leg,”) and follow through (uniformed, disciplined troops appear more likely to follow orders, as one example). Most likely, one side will back down.
Many, many potential fights don’t actually come to blows because the posturing was successful - it’s like bluffing in poker. The loser backs down, “Fine, fuck you, I didn’t want it anyways,” bringing the matter to a close without getting anyone crippled.
I never saw anything like this in a few years of D&D 3/3.5e - it was basically a bunch of combats strung together. Commitment was presumed, because the game was about fighting, not scaring off bears.
So, to my mind, ‘Drive Off’ goals are a fantastic way to bring this back. In a sense, it’s a combat-flavored intimidation. The idea is to signal threat, capability, and follow-through so that the enemy leaves without ever engaging in committed combat. That’s why death is off the line.
(Now, I’m talking about the unstructured, chaotic environment of the amped-up drunks outside a bar, or clans of chimps. Larger-scale military engagements don’t quite have this feel, as commitment is established a higher level, and follow-through is achieved through discipline, regimentation, and punishment.)