Thing is, when you call someone on this move, it can backfire on you if you hadn't read the situation correctly. Your opponent, and sometimes some on the rail, will perceive you as the A-Hole.
My point is, it's a case by case basis and no blanket rule applies as to how you should respond, IMO.
The more experienced my opponent, the more inclined I am to force the consession and get in their face if need be. The less experienced, I'll get off the shot and reset. I may or may not say something about it. It just depends. How tough is that shot? Am I winning? Is the guy a d1ck? etc, etc...