Because of the subconscious mind programming. It isn’t in alignment to hide from ourselves yet we all do it until we begin to take responsibility for our own actions. We are not taught this as kids (for the most part) and parents generally didn’t teach us what feelings are, what are minds do and how it all reacts in our bodies. When someone isn’t mindful of themselves and they get called out on it it will trigger the subconscious mind which then triggers the body to activate the conscious mind, most of the time in an unaligned triggered response. It’s all energy revolved around awareness and the mindfulness of it all.