Why does Riot promote toxicity?

The message I received from Riot during the loading screen of a game was "Keep the game awesome! Report unhelpful players."

If I was to report unhelpful players, I would have to send 9x reports after each and every single game I have ever played. Why are you guys promoting people to care ONLY about having strangers banned? I know it is all about the money, but try to make it less blatantly obvious. They teach their entire player base that the game is based around getting people banned. It is supposed to be a "competitive game" yet nobody cares about getting better or having fun...only about reporting people for absolutely no reason or playing different than they decide is the correct way to play. Seems wrong and it ruins almost every single game because all people do is try to find something that someone did wrong to report them for. Nobody cares about farming, they care about their teammate dying and getting the enemy team to report him for "feeding". No wonder the community is the worst in video game history =(