For me it is usually joggers that go against traffic. So far, when we have met, there has been no traffic right behind me, so I decided to keep my momentum up by going around. If there are cars, I will hold my line and stop if necessary.
Presumably, they are travelling against traffic so that they can see approaching traffic and avoid being hit? Well then, wouldn't I, therefore, be the "traffic" they are trying to see and not be hit by? Whats the point of jogging or riding in this manner if you are not going to get out of the way?
If the point of jogging or riding in this manner is thinking that a car driver will slow down and give you more room if they can see your face, I don't know how effective a strategy that would be. The act of an operator looking at something typically results in the vehicle drifting towards what the operator is looking at, not away from it.