The uncomfortable feeling you get from the embarassment that the person whom is embarassing themselves should be feeling, but isnt, perhaps because of being:
a. Mentally unstable
b. Under the influence of a controlled/uncontrolled substance
When somebody is shopping in a retail store, and a person (usually a curious or misbehaved child) presses a sound sample button with the intention of annoying /embarrassing nearby shoppers with the sound.