Originally Posted by OrangePower
...But IMO if that doesn't shame them into changing their behavior, then hooking back isn't likely to, either.
But many times it does, many hookers are psychologically insecure and feel they can't win with their playing abilities. When you cheat them back, they get insecure about their abilities to out-cheat their opponents too. They get befuddled, figuring you will beat them with your superior cheating abilities. They give up because they feel you are the superior tennis player and also the superior cheater.