What's up with the air horn sounds after a good rally?

[Jaydynite]

A lot of the matches I've seen online have air horn sounds after a good rally. Even big events like the Asian Games had those horn sounds. What exactly is going on? Is it a table tennis tradition that I'm not aware of?

Example:

 

[Loop Lob Smash]

Its more obnoxious than Tomokazu's cho le and almost as obnoxious as putting music over the top of a table tennis YouTube clip