One of the challenges of being around people today is having to deal with people who have huge egos. Through their ego, they believe that they are right all the time, that they know everything, including all the answers, and that we, the audience are just ignorant, and must listen to them. Truly, it gets tiring!
We see the egos at work, in stores and restaurants, and sometimes in our family and friends. When people are so egotistical and rude, it is really difficult to wish them "loving kindness". Yet, the lesson for us is that those with egos are the ones that need loving kindness. We can be humble and we can help others, quietly and lovingly, without the noise.