Even though it will obvious to all parties present that there is a high degree of bullshitness occurring. It is often a human need that the party who is receiving the brunt of the bullshit will exclaim and reinforce to everyone that "this is some bullshit".
Johnny: Remember when I said I was only ten minutes away from picking you up? Well i'm more like 3 hours away.
Timmy: Man, this is some bullshit.