Don’t take it personally…

Is it just me or is there something seriously wrong about this phrase.

I mean how can someone not take it personally when you have insulted them.

I’m not talking about ‘spiritual things’ for example preaching to someone and them not being receptive. That’s different.  I mean when someone says something really mean and just says don’t take it personally.

If you’re going to be horrible just be horrible don’t now try to be all politically correct.

I’m not sure if I’m saying this from personal experience, I’m just saying what I think.