Indeed, there are a lot of fishes playing for whatever but not with seriousness or any strategy. They are only speculating for the one lucky shot when you call them with a real good hand and they win with 72o
But in my opinion that's no real bad beat! A real bad beat is if you are in front kind of 99% winning chance and the other one hits the 1% on the River, that's a bad beat.
But what could you do?! Perhaps you have luck the next time getting such a fish or you should select tournaments, SnGs, ... more wisely! The most fishes maybe playing the games with the smallest blinds. But if you are trying higher blinds your skills should be at this level, too.