I disagree with OP.
When pressing "s" backpedaling by default is more natural for pc gamers who use mouse and keyboard. 'w' key should always make your character walk forward and 's' to walk backward. If you want to run away you right click with mouse then move it left or right to turn your character and camera at the same time continue to press 'w' so your character is moving in the direction he/she is facing.
I hated the keyboard and mouse controls in FFXIV 1.0.

I ended up buying a xbox 360 controller because the controls were obviously designed with controller in mind. With a analog stick it's natural to have you character move in the direction of the analog stick and the other analog stick to turn the camera. We haven't see the controller layout for 2.0 so don't panic yet!
I played GW2 for a short time and I didn't miss the controller one bit because it has standard MMO controls for keyboard and mouse.
IMO the keyboard and mouse controls in the alpha looks to be headed in the right direction for a wider PC audience to accept it.