Why do we feel embarrassed?
Why is it that when others recognize our shortcomings, failures, and/or mistakes, we feel acute discomfort? Does the estimation (merely a mental excercise) or analysis of the others or the public harm us?
Why is it that when others recognize our association with another person, we feel discomfort when that person's mistakes, failures etc. are recognized? Does the estimation or analysis of others about another harm us? Those who see aren't even thinking about or looking at us, they're looking at or knowing about someone else.
Why do we let our projections of another's negative thoughts or opinions (stated or otherwise) cause us pain?