When we come across contradictory information we tend not to know what to do with it.
In the case of Bullshit with a heart above the ‘i’, it softens it to a point of almost being ‘warm’ (yes, ‘warm bullshit’).
As such we have surface level and deeper level structures within one image, layer upon layer. For your mind to process it, you have to hold two contradictory senses at the same time. And it is this process that the image is intended to point you toward.