I've played in numerous match play events over the years and have never once encountered the kind of sore losing that is described here but I'm sure it exists. Match play truly is a game within a game and there are many styles of 'gamemanship'. I think the best style (for me) is to hit fairways and greens and steadily apply pressure forcing one's opponent to take some risks that maybe he ordinarily wouldn't, that consequently might force an error.
Many styles of gamemanship flirt with being unethical and not a part of traditional golf etiquette. Coughing at the right time ala Seve...moving within one's field of vision...the hexing bullshit referred to earlier...some use the rules as a strategy (checking to make sure one is within the marker area after teeing off...even challenging the legality of the tee shot...this can throw an opponent way off) Many rules based weapons to use (questioning ones opponents fixing of ball marks etc) In short anything to get your opponent out of their game. Another common strategy is to compliment an opponent's swing, pointing out certain swing mechanics you admire (get the man thinking about his swing and not playing his game)
In match play events I am less social but always polite and let my shots and game do the talking...just my way (Oh and I never listen to my opponent)