Why do people think the golden rule of treating others the way you want to be treated means treating people nicely and not literally?

for example, if a bully treats you like crap why do people condemn you for getting even and doing the same thing to that person, yet you are supposed to be nice because somehow the bully was a victim of abuse as well, why can't people admit that maybe a bully is just a mean and evil person.

Why do people think the golden rule of treating others the way you want to be treated means treating people nicely and not literally?
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