This is a really good point.I wonder which part causes so much of a problem is it Martial or Support or is it the combination of the two? Do people really have that much problem with a martial class that does more than reduce hit points and makes an occasional ability check?
So far, the Warlord subclasses we've gotten are "warrior with extra buffing power." What some people want is a "spell-less cleric". While I can argue a better version of the buffing warrior may exist, I can see no version of the spell-less cleric that can. There is no way to have a class match a cleric in a nonmagical way without bending the rules into contortions. You might bring able to justify something like bless or aid, but how do you match lesser restoration, revivify, sanctuary or silence? Those are all low level too, try to have a Warlord ability match legend lore, true seeing, or firestorm!
The only way you get a Warlord is to basically have him be more akin to ranger or paladin that cleric, a fighter who trades out DPS for tricks. You might have better luck trying to make a nonmagical paladin than a spell-less cleric.