Sometimes you can't help it, sometimes you are related to those people, and sometimes they also can't help it. If I'm out with a friend who has a severe disorder that means he can't help but make a loud "whoop" sound every minute or so, am I a bad person for feeling embarrassment, even if that feeling is uncontrollable? People don't usually choose to feel embarrassed. It's as helpful to tell somebody to not feel embarrassed as it is to tell somebody with verbal tics to simply not have them.