I was talking to my Ryanair pilot friend the other day and the subject came up. Of course I've forgotten the exact details due to a certain induced impairment at the time. But he explained that the 738 can be tricky to land smoothly in comparison to earlier 737s or the Airbus. Something to do with the change in wing design with the later models.
So they are not doing it deliberately. Hopefully an experienced 737 pilot will come along and explain it more clearly.
But my friend noted that people often think it's deliberate or poor technique. To be fair poor technique is something we've all fallen foul of at times. That horrible moment when you realise you messed up in the flare and the Earth rises up to meet you.