That's what I do too.
It's not so much that I'm ashamed of the sound of myself peeing; I just lessen the noise as a courtesy to others because I really could not care less about the sound of water hitting water but a lot of people would rather not hear it.
That being said, I'm a urinal chit-chat dude. If you choose to stand beside me when there are others available that aren't immediately next to me, then I will strike up a conversation as punishment. It's urinal courtesy to stand at least 1 urinal away if possible.