Just kidding!

Used by someone as a way to soften a direct insult by saying it was just a joke, although the person doing the insulting still means the insult after the Just kidding! has been said.

Reggie: "Bob, you're such an asshole!"
Bob: "What?"
Reggie: "Just kidding!"
Bob: "Oh, ok."

Bob now doesn't feel he's been insulted, because he was told that it was a joke, but Reggie still means what he said.

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