Taking personally to a new level

Seth Godin provides an interesting argument as to why you shouldn’t take it personally – because IT is often not really about you, but about the person who is acting/committing IT against you.
In another post he challenges his readers about what they’d get done if they’d stopped actively sabotaging their own work.
Isn’t it strange how we wouldn’t take any insults or badmouthing from other people, but often commit utterly insulting badmouthing towards ourselves?