Does this irritate you and how do you react when people do this.?

I see women greeting each other with Mwah,Mwah,the kisses on either cheek which do not connect to the face but Mwah,Mwah in each others ears.I find this social greeting pretentious,very annoying and uncalled for.Is it just me and do others agree with me or feel I am overreacting.I would really like to hear all opinions on this subject,thanx.