It's for his own good. In psychology there is desensitization therapy. For phobias that is used, you know fear of spider or whatever. All phobias are learned from a bad experience usually in childhood. They will show videos of spiders and that will gradually increase your tolerance of the "spider." It is classic conditioning. However we willfully do it to ourselves because we wanna see the "goodies." Why do you think Japan censors their porn? There is a reason for everything, nothing is random.
Try startling somebody with a yell, then try again and again. The response will decrease from the victim.