I tend to laugh at these type of comments... but at the same time I see their point. As highland pipers we must always remember that we are musicians first, competitors second. The problem today is that so many pipers are taught to compete before they even come close to understanding the music. The strictness of competitive style piping can result in some of the most amazing music. (example)
If we lose sight of the music we become fodder for bagpipe jokes and perpetuate the myth that bagpipes have to sound like this.
Take the time to learn about the music you are playing. Learn the history and evolution of the different styles of our music. Learn about the great players of the past and how they contributed to the music we have today. Learn about music theory. Learn how to get the best sound out of your instrument. When you play in public be polished and professional and you will be regarded as a musician and not a novelty.