"..okay. Let's try to turn that around. Talk in positives. What kind of humiliation would you like to happen?"

Because positives are a lot easier to work with than negatives. For everyone. And it's a kind of thinking that they want to encourage in Max anyway: Being able to say "this is a thing I want" just as much as being able to say "this is something I don't want". There's miles between 'okay' and 'want'. Way too many things are 'okay' to Max that he doesn't actually want, and that's partly what they're working on here.