Well, you'd be surprised how many people think the lives of our servicemen are worth less than that of a terrorist. You hear the same sentiments about drone strikes, much talk of honour as if such a thing is achieved only through the death of Western troops.
This is based on the fact that no lives are put at risk when drones are flying - so while this could have an honourable rationale, protecting service men and women, from a "battle" perspective it is also cowardly at the same time, which is where I think the discussion of "honour" with respect to drone strikes come from.
This may be an unfair translating of what constitutes a "fair fight" at the interpersonal level to the world stage - but it shouldn't be that hard to understand where these criticisms come from. The more articulate/intelligent critiques of these kinds of ultra-low-risk tactics connect these to the larger issues of War in a democracy - if war can be fought without a cost to human life and to service personnel, would this incline a democracy to be engaged in more wars around the world? The cost of war being cheapened could be a path to moral catastrophe... or so the argument goes (they will highlight here the way the Cost of War was much more a feature of WWII and Vietnam and how this acts as a break on decisions to launch wars)
But back to the drones, it is less about "needing western deaths" to derive honour and more about putting yourself at risk when attacking the enemy. If you take on no risk than it is understood to be a "less honourable", and I think these critics would deem attacks on the enemy "more honourable" even if no one died, as long as some risk was incurred through the course of these attacks (would be silly to imagine anyone "needing western deaths" to derive honour, this is probably more a reflection of one's dislike for people making these arguments than a reflection of their true sentiments)
Its kind of a complex issue - but this is where the criticism comes from anyhow, the ways technological superiority can remove risk entirely from the equation for only one side involved in the battle. And what this ignores is that each side will - of course - seek to reduce their risk by as much as possible, and were the tables turned, the enemy would likely avail itself of similar capacity to reduce risk with drones. However adversaries to the US in the ME have reduced their risk appreciably with more low-tech approaches - if you consider how remotely detonated roadside bombs may be similar ways a low-tech adversary could use tactics that remove or reduce their risk by as much as possible when attempting to extract a cost on the enemy.
These kinds of tactics could be deemed to be "cowardly" - just as drones could be - since the harm being inflicted on the enemy occurs with zero risk to the perpetrators of these attacks.