The Ouch Game

A few years ago at a soccer game, I observed my friend's two sons playing a game that they had coined does it hurt. Essentially it consisted of them taking turns hitting/kicking each other as hard as they could and then asking, "does it hurt?". Well I'm starting to wonder if this torture game is a boy thing. Simon takes great joy in hitting/kicking you and screaming, "Ouch". Usually we just try to ignore him because the game ends quickly without any response. Sometimes though, he gets us and we inadvertently reinforce the game. I'm hoping this stage ends soon.