I could not agree more.
This is dickish. In friends, for comedic value so we can laugh at the salty guy of the match, sure, whatever, I don't give a ****, but having the sheer audacity to deny my rightfully ****in'-earned win in the face of defeat (in tournaments) just to soften the blow to your delicate ego, **** you.
The infamous "GAME!" at the end of each match matters so much to what the game feels like and is, and is most of the satisfaction you get from a win. When I hear it after I've styled on somebody, I feel pumped and satisfied with my victory, and if the opposite happened, I'd let my opponent do the same. It is disrespectful.