"When you realize that your opponent is superior and you are in danger of being humiliated, then you take the conversation in a personal and offensive direction. Taking it personally means that you deviate from the subject of disagreement (since you have already lost) and find a way to personally attack your opponent. This means that you no longer care about any argument from your opponent. You completely abandon the subject of the discussion and direct your attack towards the person of your interlocutor: you become insulting, malicious, slanderous, and vulgar. This tactic is particularly popular because anyone can adopt it, and therefore it is practiced extensively."