So why not burning then? A short duration burn would still be only damage but it could be closer in damage to what it was before, while spreading the conditions so that all the damage cant just be cleansed off as easy.
Burning was something we talked about, for sure (running as was 'freezerburn', hehe). However, since each application of chill applies the condition, burning was just a gigantic spike when it came to frost fields + whirl combos, regardless of the condition duration. We opted for the more spread out and attrition-based condition that could have longer durations and increasingly stacked up as you apply chill.