Way, way, way more people are okay with their characters dying in a cool way than they are ever okay with being made to look like an idiot, or just being wrong about something. It isn't even close. People will tolerate catastrophic losses no problem as long as it doesn't undermine how they picture their character, but if you basically ever suggest their character is less cool than they think it is, a lot of players will fight that to their dying breath, and would way rather be banned while throwing a meltdown of epic proportions than take that.
My personal take is that you should just build the environment around people that like story and get invested in it, and reward them for that behavior as much as you can, because they are the ones that generally make the environment really come to life and generate positive experiences for other people. Then you can try to create as much incentives as possible for buy in from people that aren't as invested in story, but mostly I'd be looking at how to stop them from damaging things for the much smaller first group.
Like I honestly think it's pretty simple, though simple doesn't mean easy. Just keep rewarding quiet, no drama players that gracefully deal with consequences and roll with stories. It's incredibly easy to fall into the trap of trying to appease people that are cool 95% of the time but freak out 5% of the time, particularly when they have tons of friends, but you really should just focus on the 100%'ers rather than tweak the game to accommodate 95%ers at their expense.
ETA: OOC environment is the #1 reason very chill, story focused players aren't on more games. If someone is just looking to collaborate and tell stories with other people and only invested in RP, what do you think they do when they log into the game and their first experience is seeing someone be a dipshit in an ooc room? They are gone immediately.