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When a person deliberately tries to cause another shame and embarrassment by pointing out the others' negative character flaws, or being completely wrong or false when everyone has that common knowledge. It is a situation where all agree the word is justified to be used against the recipient since the person failed on so many levels of life. The express is proclaim loudly in front of all present thus the recipient receives the ultimate metaphorical burn allowing the him/her to feel well deserved shame and embarrassment.
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