When you cringe at someone, you are feeling the embarassement that they should be feeling [...]

It's their lack of self-awarness about their embarassing behaviour that makes you cringe -

ContraPoints

• Compassionate cringe : feeling shame in behalf of someone you like or relate to
• Contemptuous cringe : feeling righteous enjoyment of someone being brought down

Certain person get obsessed over some cringe-stuff to reject something that is similar to them.