By saying, 'it's just words, stop being so sensitive'.
Flaming people is nothing short of an attempt to antagonize them into feeling angry, sad, and victimized. It is an attack designed specifically to make oneself feel big by belittling others. And those who flame derive satisfaction from receiving negative reactions from the people they attack because it serves as confirmation that their attacks succeeded in inflicting harm.
But the moment that flaming results in a punishment, the offender will often justify their behavior and defend themselves by stating that they aren't the problem. They were just using words. And that everyone else is at fault for being too sensitive.
This is absolute hypocrisy.
Flamers habitually prey on the emotionally fragile for personal satisfaction. And those who are punished for it received exactly what they wanted in the first place.