I'm not sure that we live in a more crass, uncivilized society today, but I recently reacted very poorly toward a confused woman who berated me at the stop light for speeding in a school zone (she was apparently distracted and missed the "end of" sign). Rather than letting her vent, I called her a whacko and told her to pay attention to her driving. When she said that I shouldn't be talking to a lady that way, it must have been the devil who whispered in my ear that I should inquire as to where she (the "lady") might be located. I did, she had a cow, and I've regretted the whole exchange ever since. I suspect that Serena might feel similarly.
I've officiated basketball and umpired baseball for a number of years. Gamesmanship is part of sports. I eventually got out of it not due to the personal abuse, but because the level and consitency of officiating varied so much that, in my opinion, it had an impact in the outcome of games. It seemed as hard for some officials not to take things personally as it was to remain a neutral, facilitating factor in their sports, without drawing attention to themselves. Just this past week, I watched a major league home plate umpire with a high, outside strike zone loudly ring-up several players, jerking his right shoulder back so violently that it hurt just watching. There were some stare downs, but no one got tossed out. Thank God it wasn't me at the plate.
Are golfers any better? Perhaps, but I've seen plenty of cheating going on, some intentional. I've also observed tourament players "bend" the rules. The mark, identify (or clean on the green), and replace procedure is one that is at times liberally practiced. It is amazing how well the ball sits up once the ball is replaced (or how those knee-knockers become tap-ins). Maybe we are better people. Who knows?