Tap etiquette

Hello! Today in my jiu-jitsu class we had someone crying due to getting Americanaed and not tapping. Even when I'm sparing people don't, I'll even hear them saying ow and gasping and they still won't tap it's baffling I dont want to make it seem like I'm some big shot or sound cocky since I'm only a grey-black belt. It's frustrating since I could've gotten way more submissions if people would tap when they where being submited and but I also understand no one just wants to give up and tap