How is “rub it in” used?

In American Beauty (1999), one line is: “How come these faggots always have to rub it in your face?”

Which movie is “rub it in” from?

The clip at the top of this page is from American Beauty (1999).

to keep reminding sb of sth they feel embarrassed about and want to forget

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to keep reminding sb of sth they feel embarrassed about and want to forget
Must you rub it in
How come these faggots always have to rub it in your face?

Definiciones del Oxford Advanced Learner's Dictionary, 9.ª edición

How come these faggots always have to rub it in your face?

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