Reserving pitches for friends

Is it just me or is there an increase in people 'reserving' pitches for friends who haven't yet arrived at the site?  It hasn't directly affected me so far but I've seen quite a few examples recently of someone driving their tow car onto an adjacent pitch and then sometime later someone who is obviously a friend or family arriving to claim their ready made spot.  I understand friends wanting to be close by but this is extremely unfair on earlier arrivals.  We have never 'reserved' pitches in this way for friends simply because it never crossed our minds to be so selfish.