Indeed, but that’s why humiliating them is so effective as a response (think South Park’s latest season). Their outlet for the humiliation and resentment they feel is anger and attempts at grasping power, and when that doesn’t lead to the desired outcome, they have no way to cope with the consequences of not reaching the expected status outcome. They demand respect and control, and to deny them that is to deny them their validation and belief of their value. A bully or authoritarian without control is like a dethroned monarch; still convinced of their right to rule, but forced to live in a world that no longer bends to their demands.