Thanks everyone for the input.
We're playing social-recreational tennis at the 3.5-4.0 level when I get targeted. I don't take it personal or anything, but more so as a compliment to my ability at the net.
I've seen others get passive-aggressive angry when someone "targeted" them. They will try to hit or embarrass them on the next shots throughout the set. While others (like me) don't seem to care if they get a ball screamed at them.
I guess it's an etiquette thing, and will depend on the personality of the players in both situations (social and competitive).