Out of the select few friends that I have in this life, they all fall pretty decidedly into two camps. Those that are not competitively familiar with Splatoon but who know that I am, and those who are actually members of the Splatoon squad that I am a Captain of.
Either way, I try my best to wreck them ;) I believe that we only get better as players when we are challenged, so I like to challenge others as often as possible, and I enjoy being challenged myself.
If I'm playing with my squad friends, of course I love for this interaction to happen. If I'm playing with friends who are more casual about the game, I still go whole hog. After all, I want to impress them with my ability AND more often than not, after getting beaten by me, they ask for tips and show interest in playing the game more competitively!
So yeah. Always do your best :)