It's hard when someone (a male friend) signs off texts with xx

I always sign off a text to the missus or the kids with a xx that is normal. 

but the problem is now that most of my male friends are signing off their fucking texts to me with a xx ...

women do it all the time to each other and that is ok. but when guys do it...it's awkward...I am starting to refuse to do it.

I have to draw the line now.  What do you think Reg? xx