Airsoft relies on people taking their hits, otherwise it'd devolve into a sadomasochistic event where people just shoot each other until someone uses the safety-word or has to change their underpants.
In my experience, everyone who plays airsoft regularly has the right idea about taking hits and how to behave in their mind. However, many people aren't used to adrenaline, or any shade of combat, and many people can behave in a manner they're hopefully embarrassed about once the juices get going. People can get trapped in the moment, and the most common kind of non-hit-taking i witness is those who don't acknowledge the hit until their current purpose has been completed (like the person they're shooting at taking the hit). Then the logic side of the brain takes back over from caveman and order ensues.
There's nothing airsoft can do to stamp it out other than turning it into laser-quest, or making everyone use tracers, or have 1 marshal per person like in some those mental Japanese tournaments I've seen online.
The best thing the community can do is to make the process of taking the hit seem easier and more enjoyable. This is achieved by all those good-sporting types who congratulate people when hit and cheerfully skip back to re-spawn. Kudos to you all, I try, but sometimes barely able to squeak 'hit' let alone any kind of congrats (the arm goes up with a raised thumb on reflex now, I've beaten the paintball urge to check my clothing for marks finally hehe)
