Revenge/Ultra system is the worst thing about SFIV IMo. It rewards players for sucking.
Theres litterally nothing innovative about this game. But it's still somewhat fun.
It only rewards players for sucking if you suck enough to actually lose to so called "sucky" player .
You must suck enough to keep getting owned by Ultras. They are easily blockable or avoidable if you know what you are doing.