That's just semantics. Whether you see it as a reward for some or a punishment for others is besides the point. The argument is about companies getting treated unequally with no just cause.
To spoonerize a colonial slogan, No representation without taxation.
Is there just cause to use tax money to help companies who have not paid taxes? Is that fair to the companies who put their money in that pot, to have it doled out to those who didn't? Should companies be treated equally, when they don't behave equally? Because I'm unconvinced that countries owe tax-dodgers a dime. I think that their employees, being taxpayers, should have a safety net in case their employers neither pay taxes nor save for a rainy day. Let this be a lesson to the executives and let their ventures fail.
The point I'm trying to drive at is that bailouts are not a reward. If they were a reward, we wouldn't wait until emergencies to issue them. Rather, they're an emergency response, and in that sense they should really be optimized for effectively addressing the emergency, regardless of what feels fair.
It's not that. The issue is that companies have figured out that ups and downs happen, so if they sail close enough to the wind they capture the upside while their limited liability and bailouts protect them from the downside. Privatize profit, socialize risk. The people they are placing that risk onto are not obliged to accept it.
If you buy a lottery ticket and win, your neighbor was not punished for not buying a ticket.