I think it would have to be on a case by case basis. Some people wouldn't want to play someone that presented no challenge. On the other hand some people can't stand to loose.
I can't stand playing video games with my wife because she just doesn't have an aptitude or interest in them so if we do play it's for one round then she'll be like, "Ok this is boring lets watch some TV". I often feel guilty because I have a really hot female friend that rocks at fighting games and I love playing with her. However there's always that tension because we are attracted to each other. We almost dated a few years ago before I got married, but because of the situation at the time things just didn't work out. I'm always afraid something will happen so I never have her over when my wife's not around. That also makes playing games with her hard since my wife usually just ends up rolling her eyes and wanting to do something else. I love my wife, she has many great qualities, but I really wish she enjoyed video games.
Hmm... you sound familiar! (=
The only difference between a car salesman and a computer salesman is that the car salesman knows he's lying.