
yes i agree, setting up a tank first then adding a couple of fish to kick start the cycle and still have something to look at is fine, and is also the way i do it, well now i just use gravel from my big tank which is well established. as long as the water changes are strictly carried out as and when needed.
what i dont agree with is the whole cycle is not needed thing, every aquarium cycles, well unless chlorinated water is added which will kill it off and put it back to square one.
in my opinion, i myself would never purchase any fish from a store which is happy to sell an entire set-up and the new fish all at the same time, also, if i had a friend in the trade who was doing so, i would encourage them to research what they are putting these poor fish through by doing so. the stress of moving to a new tank is in itself hard on the fish, but to be allowed to sit for what could be several hours while a new owner sets up a new tank, in a small plastic bag, in my eyes is plain cruel.
its just that people should be aware they need to do very regular partial water changes when its started and for first month or so until the nitrates take over and break down the often fatal ammonia and nitrites. hence the need to know about cycling, as long as they know the basics as to what and why, i dont see as there is a problem with fish in cycling, as long as the water is changed before it gets to the point of harming the fish, which with heavy stocking could be as much as every day. the only real way to keep check before losing fish is to test. i no longer test my water, i just keep on top of the changes.
the OP needed to know why his fish were dying, or still are dying, so in reality to try to find out we need to know exact water results just to cut out water quality issues, and has now asked what water parameters are acceptable, so if they are looking for acceptable numbers, then its 0 ammonia, 0 nitrites, and <40 ppm for nitrates. ph is fine pretty much no matter what as its best for fish to stick with a stable ph which is slightly out of what their ideal is than to have it waver and possibly kill them via ph shock.

not trying to argue, just im very fond of fish and they are probably the most neglected pet people own. the more of us that let people know the rights and wrongs of fish keeping, the better these little aquatic critters lives can be. we all try to do the best for our pets, fish should be no different
anyway, im off on holiday for a week and a half, so il not be on again for some time, i hope the OP manages to get his tank under control and starts to enjoy his fish and not have them turn belly up on him, good luck