That's not what they were saying... well not exactly. Let me try to frame their answers and your question in a different way. And the best way to do this is by putting a narrative example around it so that it makes sense implicitly. Also, your list doesn't actually include a reward yet, but we will get to that.
Yorn's Hollow is a gutter dump of refugees living in the squalor of some big urban rubble-pile no body bothered to remember the name of. Since most of the buildings are a wall or two with bent and rusty rebar and there isn't anything left resembling a road, the people pretty much live in ramshackle bombed out ruins with tarps, hides, plastics, and bent metal doubling as patches on their hovels. In this little camp, there's hardly any color and barely anything grows. When it does grow--its bleak, shriveled and tastes like tar. There isn't much in the way of law, and the strong pretty much take what they want--but no body crosses the local warlord, Beans or his gang of misfit savages that call themselves the Bones. In this land, that's where your players live.
Its important to know where you players are, and make them feel like its bleak, or in need, or desperate in a way that doesnt simply ruin the game. The people in place have food, it sucks, but they aren't dead yet. They have ruins, mostly picked through and mostly destroyed, but there's stuff out there they could find. The weather might suck, it might be permanently be overcast and feel like winter when it isn't raining radioactive acid rain--but thats okay, the people alive have a good tolerance to radioactive shit.
The "Quests" go from lets go kill the monsters and take their looted stuff some we can return to the village and be celebrated as heroes---to something more like, your neighbor is a drug addled whore that fucks around for whatever she can scrap up so she can keep getting her fix of that Bleat-Drug. Yeah that's made out of some poisonous plant that grows in the dark puddles in the cracks of the city still flooded, but maybe the couple of guys that grow it are looking to expand their pool of addicts. Maybe the character doesnt give a damn, cause if it wasn't this thing bugging him it would just be something else. But... She's got herself a daughter. And that daughter doesn't really have a home--she isn't unloved, she's just mostly without purpose. So when she isnt going around and stealing stuff when people aren't looking (to buy food or candy or whatever else is innocently kid like in this abysmal place), she's hanging around Your house. She's always looking to trade her loot that isnt worth mention for stuff they got in their place that is barely worth mention. Its not the trade that matters, (think a quarter for a gumball, I'll give you a neat bundle of shoestrings) its the fact taht she is there with the player and appealing for soemthing more then she's got. Maybe the player beats her down and drags her back, maybe they ignore her like the trash she is, or maybe they decide to get involved in her life and see her smile. Or maybe when those drug dealers find out the mother robbed them last night and come to kill her and her kid, you're there in between. The reward? Saving her. Her smile. Her trust. The color in the world. Maybe if they achieve this, sometime later the girl that's now living with the player says Hey, I think I found something. And leads them out into the ruins where no one thought to look, and shows them a patch of green grass, some wildflowers growing in the mix. That might not mean anything to a guy that wants to stab a troll and take its collection of beads, but maybe the implications that something green can grow... or that shit might be better if they.... [enter information here], or that they know a grower from the golden age that spends his days lamenting at the bar over the lost green of the world, and his stories about how he was a farmer back when food was taken for granted. Maybe then, they can take what they heard some time ago and suddenly see this and go to him and say, look... I want to show you something. And when they get there, have the guy says something like... yeah... we can. I have seads from the old world... if we (workshop style) clear the area of the debris, keep it guarded, and spend a season; then we might be able to grow something real here. That real thing isnt the end reward, it will certainly come under threat, but--it is a reward. It is progress, it is More then what was, it can be used to sway people to their side, to give people hope, or to marshal people to take over the place. It could be a sign the world is getting better, or that there is something around here that prevents the death of everything from happening.
It provides another stone in the water for them to take a step onto. Metaphorically speaking, they'll be further from the shore where they started, probably wading into more dangerous waters; but they will have taken a step. A step for the world, a step for them, a step in the narrative. Good things snowball just like the bad. The reason that line says fuckery with intermittent rewards isn't that half the time things go to shit and half the time they don't. No. It's because everything, the good and the bad are temporal, they are good for now, they are a good thing; but always under threat of the badness in the world. So that good thing can die, it can be taken, it can get people killed who fight over it. It may not last forever. That doesn't mean the good thing is a trap--there will be lots of good things spread intermittently through the narrative of their decisions.
Maybe they save a guys life. Maybe they find a flower. Maybe they start to love an npc for the fun that they bring. Maybe they take wnat they wanted. Maybe their enemy bowed down in shame. Maybe maybe maybe. But a reward isn't a gift. Its something they went out and got, its something they protected, and its something they've got to keep fighting for if they want it to survive. That is what they meant above.
A leather bound book isnt a reward. It might be a hook into a story, or a thing thats worth barthing forth, but it's just that. If its more the PC will make it more, you dont need to force the issue. Its not you job to step up quests like the above knowing where they're going to go. You can have that kid and her mother there without ever deciding until some fateful hard move (if they already cared) or just some stop gap for the boring period (when they didnt care before but you want to provide them an opportunity to) would cause misfortune to fall of them. You didnt pre-plan the flower. You dont have to do much more then know the nature of of the characters and play to that in any given moment.
Rewards in barter are really a sure whatever. If a guy hired you to do a thing and says in return I'll give you this old broke down tractor. You go.. eh? can I do anything with it? Maybe some savvyhead in the nearby might take it off your hands for a barter or two of other junk. Maybe you're savvy head can fix it and has "plans". Whatever, they get to decide, do we do it for the tractor, or not.
I imagine you dont need a loot table. Loot in D&D is materialistic because the only things that change in D&D are the materials used to level up, and the materials needed next. Everything else gets sold, and the gold from that gets turned into the former or in the rare case some guy wants to also level up a SIM village/castle/knighthood/guild status whatever. In AW, the reward isnt defined, the quests arent defined, because what makes them real is the reason they matter. If some guys are attacking random guys a, why should the "party" care? If they do, well, you've got the first step to making it rewarding right there. Why do they care? Ask if you dont know, if its to save people then saving them is the reward. If its so they can take the fuckers guns or bullets? Where there you go. If you want to make thigns complicated or interesting? Do it. Make things hard, make things easy--you're a fan of the player characters though. So dont make literally everything touch turn to shit, let them get to stand in the way of it going to shit first. If they fail, they know why it gone. If they succeed, they know why its there, and probably so do other people. Make it matter, and it will be rewarding.
[edit] I have lots of typos above, if you cannot understand it or need clarification. I'll go back through and edit it and make it clean, but I don't really want to right now. Sorry. I hope it's legible enough to make the points clear, if not ask questions.