extremely context-dependent for me, depends a lot on what “reward” means and what my relationship is to the person. i think “don’t feed the trolls” is unobjectionable vs. “shower my partner with affection when she does things i like and ignore her otherwise” is emotional abuse
I think that translates into judgment of friends and then things get weird. I don’t think you can say behaviors and then say you’re not judging the people around you. AKA your friends.