Board Thread:Questions and Answers/@comment-209.112.218.20-20150405021257/@comment-5149755-20150409001045

He didn't 'let him win', Kirito killed him and Kayaba kept his end of the deal. He couldn't bring the dead ones back since they'd been dead for awhile [Asuna hadn't been dead for to long, I'm guessing that the Chip didn't kill their True bodies until 10-20 seconds after they died in SAO (Going off Unique Item from the Christmas Episode) so she was able to live].