Not hard to believe when you consider how pussified WWE can be nowadays. (Isn't the rule that states you're not allowed to say "I hate you" to another person still in effect?) I'm guessing this is their way of wanting the wrestlers to give off a positive vibe or something, even in defeat. I remember Orton saying that in an interview awhile back that despite the fact that his Viper character had an edge and wasn't supposed to really care or have feelings about anyone else, McMahon always complained that he wasn't smiling more for the fans when he came out to the ring. This sounds like the same kind of thing. (Considering most of the time that babyfaces lose is by cheating or foul play on the part of the heel, I'd imagine there won't be much for them to smile about, unless they truly want people to think that losing isn't really a big deal.)