It may sound like a ridiculous question however how many times does someone insinuate or do something that insinuates something we think is bad and we take the hook and get upset?  What if when someone said something that would usually upset us we thought of it the same as being called a fish?  The sting would not land right.  We all take the hook at some point, however understanding why and gaining awareness gives us the knowledge and power to just keep swimming and not take other people's bait, intended or not.