Honestly, the Custom Match - Frontline option would allow for competitive matches in an event setting, and I think that is probably the appropriate place/method to handle players who seek out that type of play style. I don't think trying to push Frontline more towards a ladder/ranked direction would be a good idea. I do think, as I obviously originally posted, general efficacy on NA/EU could improve and lead to naturally closer matches that feel more competitive, but that's the extent of what I'd every want to see in normal queue matches.