Hrmmm.
I'm unsure what you're classifying as "mate-begging," here?
Sure, someone who runs up, asks to be your mate, then persists for minutes or more after you've politely declined, I consider that mate-begging, and it can get rather trying.
However, I don't see anything truly wrong with someone trying to initiate roleplay with you by means of trying to start a relationship between your characters.
While I personally prefer having two characters roleplay their story together and become mates for more reasons than just cosmetic/appearance, I don't think flaming somebody just for asking, "Hey, you're cute, would you like to RP our charries as mates?" is really logical.
I have a feeling a lot of that was started just because of general consensus against that sort of thing.
And then, what do you mean by spamming? xD
Spam, such as typing random things and letters, numbers, etc., just to clog up the chats, is not only irritating, but against game rules. That sort o' thing actually should be reported, if it goes on for more than a hot second.
But just somebody asking for help repeatedly? Well.. Why not help them? Some kids are new to the game, and they might not know what else to do except run around and try to get their issue resolved as soon as they can. That's my take on it, though.