The phrase "rubs it in" is an idiomatic expression that means to deliberately remind someone of their failure or mistake in a way that emphasizes or exaggerates it, often for the purpose of making them feel worse or inferior. It is an act of emphasizing a point or situation that someone would rather forget or move on from, typically with the intention of causing discomfort or humiliation.
This expression is commonly used in social interactions and can be seen as a form of gloating or taunting. By figuratively "rubbing salt into a wound," the person who "rubs it in" highlights someone's faults, shortcomings, or disappointments, ensuring that their message is not only heard but also deeply felt. It often involves repeating or emphasizing the negative aspects, reminding the person of their failure repeatedly, and not allowing them to forget or move on from it easily.
The phrase "rubs it in" conveys a sense of superiority or vindictiveness, as the person doing the rubbing is actively attempting to aggravate or humiliate the other person. It is a form of emotional torment or psychological bullying, designed to heighten feelings of shame, embarrassment, or regret.
Overall, "rubs it in" refers to the act of exacerbating someone's negative situation, failure, or mistake by repeatedly reminding them of it in order to further demean, embarrass, or shame them. This action is often done with a malicious intent to harm the other person emotionally.
