We've had to appoint a General on a few occasions, and as far as I remember they've been fans of the element that valued the opportunity given to them. It's a solution that works with everything ever since I modified the Grandmaster rules to where a winning non-Master General can win Trials after their won War and then gets to challenge the previous Grandmaster.
Similarly, someone might not be chosen for Master and yet be chosen to General that element in War. There's quite the difference between representing an element and just leading a PvP team. The community appoints the Masters and the Warmasters appoint the Generals. With that in mind, it seems to make more and more sense to give more impact to the none worthy vote option as will says.
As for anyone deciding to take offence to not being regarded as a worthy Master, that doesn't make much sense to me. It doesn't affect who you are as a person, and if you know you're worthy deep down then you need only prove them wrong.
Kudos to Discord and ian for asking the question. Most votes will have some none worthy votes, but they're the only ones who wondered why. Granted the reason for wondering is wrong if it's just about the number of none worthy votes, but it still opens up the opportunity to take in feedback. Whether they do or not is the next question.