There's nothing cowardly about it. There are 60 players running around a finite area using insanely loud projectile weapons and bombs: of course that is going to draw attention. It's probably one of the more realistic combat elements of the game.
Conversely, maybe the devs could come up with a silent weapon. A squad could agree to use the silent weapons and not draw attention. The ol' projectile ballistic knife, or some kind of fletchering weapon or crossbow. Personally I love the fact that you can hear gunfire in the distance and rush to it. It's also sweet justice for the fallen when you see players looting death boxes and/or reviving a teammate and you roll in and put them all down.
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