even if you are only kidding when you make an insulting comment to someone else , they may not know you 're kidding and most often , if they are really hurt they will try and hide it from you since for many people it 's easier to act as if they are not hurt than to admit it and leave themselves emotionally vulnerable to being mocked or hurt again by the person who just hurt them by insulting them even if the insult was 'only a joke ' in the name of humor .