For me Sama is something related to Asian religion.
Not just annoying but extremely cringeworthy also, like he's some cute elementary school buddy. These are some ice cold very powerful people, let's always remember that.
Don't create parasocial relationships to them like some desperate pawn.
A pun on Altman-sama?
It's his online (HN/X) handle
Its the same with Elon Musk to "Elmu", really annoying.