They tried that to a certain extent with the Shade, and again, howls of nerdrage at the -1 Surge.
Um, the reason there were "howls of nerdrage" was because the penalty was RETARDEDLY HARSH, while the benefit was nothing but. It was giving up half your turn to gain very limited access to a rogue class feature. The race trades any hope of an extended day to be really o.k at stealth. A pixie rogue will out-sneak a shade any day of the week. People were upset because it was utterly stupid and bad design, not because of some sort of slavish devotion to combat.
As for structuring adventures around things other than a string of combat encounters, if you can't do it, then your not trying too awful hard. The last adventure I ran was some exploration, a bit of in-depth roleplay, and a single combat that consisted less of trying to beat the enemy, more getting away from them. The party was basically going up against 12 level 26 elites and a level 30 Solo with another level 30 Solo backing them up. Winning was not an option. Extra points because the other level 30 Solo was supposed to beat them up before the second one showed up with the small army, and instead they handled the situation well enough to keep that from happening, forcing the second Solo to attack them at full strength. Another example was the party was trying to simultaneously save an ally from execution and raise a city in rebellion. Saving the ally was the matter of a battle, but preparing for the operation involved a string of skill challenges. If they had failed those, even if they had saved their friend then either their soldiers or the people of the city would have been slaughtered in the operation. They would have won the battle, but at the cost of the war. Even earlier there was an episode involving a complex skill challenge getting dirt on, and negotiating with Drow Matrons with only a token combat. Make the adventure about accomplishing a goal (getting out alive, saving a city, making allies), instead of beating enemies, and you'll find the need to run 4-5 encounters of scaling difficulty to be far less pressing. Death is not the only price for failure. Really, the string of combats thing is more indicative of a DM's laziness or game style than a problem with the system.