If someone has a problem with loosing, then tough luck I say. I write my matches, and more specifically the ending of matches to suit the storylines, not to satisfy a person.
Like you said, it's just an e-fed, so nobody should have a problem with losing. If someone does have a problem with losing, then they know where the door is. But I'm not going to write a non-clean finish to a match because Mr X can't take a clean loss.
Luckily, only very rarely have I had to deal with guys that can't take losses.
I'll write a controversial ending if it's adding something to a character or if it serves the storyline, but to satisfy someone's ego? No way.