A bully acts up in a meeting or in an online forum. He gets called on it and chastised for his behavior.
The bully then calls out the person who cited their behavior in the first place. He twists their words, casts blame and becomes an aggrieved victim.
Often, members of the tribe then respond by backing off, by making amends, by giving the bully another chance.
And soon the cycle continues.
Brands do this, bosses do it and so do passers-by. Being a bully is a choice, and falling for this cycle, permitting it to continue, is a mistake.