It's easy.
Take for example - Willco's firing. He's all, woe is me, right?
So your initial reaction would be like "BFD. Welcome to life."
But you can't do that cause you would be all asshole like, and that would be cool.
So you have to pretend and churn out some regurgitated response like "Oh man, that sucks, Willco. I hope you will be ok."
But you know that's not true either. But you say it anyway.