It may sound masochistic, but there’s a deeper meaning to this. Sometimes, what people think “hurts their feelings” is actually something that “hurts their egos”. Humans have a tendency to protect their interests and defend their actions. It takes a lot of guts and humility to accept that you are wrong.
When a friend corrects you, although the words seem like knives, it is meant to bring you to the right side. Wouldn’t you rather get hurt upfront than get stabbed behind your back?
The advice of a true friend may hurt, but only because you are wrong. If the intention is for your own good, accept it and act on it. People who say that you are always right and those who always agree with you even when you are wrong are not friends at all.
Telling the truth is an act of love.