People who don't understand this never played in a heated rivalry or if they did it was probably in a JV role. Rivalries are intense and it feels good to win. If you have a chance to get the last world into the fan screaming he screwed your mom all night your going to do it, sad the zips just passively watched it happen.
Though I'd rather see the players beef with each other than players jawing at fans but nonetheless, sticks and stones may break my bones but worlds will never hurt me.