Rank does literally nothing besides give you better CV rights over other players if you need it. I do think the higher your rank, the more perked planes/tanks should cost in the specific ranked category so that better players (per rank) dont over use perk planes as much.
I don't know If it's rank, or just naturalness since it is a strategy large map war game that players fly so timidly, or just the distance to fight. It's also the planes that allow them to get away with it. But if you are only trying for a good K/D, chances are you aren't going to be the best ranked. For me atleast, I don't like dying because I don't like to have to re-take off and fly out for 10 minutes every time when I don't have long to play, so I try to fly smart, but also get down n dirty and actually have fun with turning type mid war planes. This leaves me dying about 30-40% of the time depending on plane choice, but those deaths allow me to get a faster K/H which is beneficial. Having a high K/D with also a K/H, is one of the biggest challenges. Though you really need to land in order to get those nice points (points has always been my weakness due to time played).
But, I don't like the kill messenger for single kills. The landing 2 kills was fine enough. It just removes so much strategy from the environment. People knowing it's me after I shoot down their friendly will automatically tell everyone where I'm at and to avoid me or gang me or whatever, but they'll change their style knowing it's me and be more aggressive entering the fight. I still can't understand why it's fair for the other team to know where I'm positioned, but I don't know who they are if they aren't getting a kill in my area. They can set up against me, but I don't know who the other guy is. This just doesn't make it even in a sense.
I do imagine the name in lights is one thing. And it's fun to land and see your name show off for everyone to see your 6 kills or something. But the kill messages certainly adds to the ego of who shot down who and paints wrong perceptions of players and their positions. It always makes me cringe when outside players comment on someone shooting down some one else and bragging for that player even though they had no idea of the situation.