Yes, I can explain to you what is shameless about it and I will do so by using a simple analogy.
You have been appointed manager of a sweet shop on a fixed term contract. Your employer believed all the good things you said and were impressed with you. In addition, the sweet shop next door, which was once popular, is failing and the newish sweet shop, down the road had a good following which has ebbed away.
Therefore, your employer is rubbing his hands and waiting for you to do great things for his sweet shop.
However, you decide that selling humbugs has worked for you before. No problem. Your employer knew this was your thinking and that it has contributed to your success.
Alas, the sweet buyers decide that they have gone off humbugs and are enticed back to the old sweetshop and the newer one. Your employer's shop sees a fall off in business.
However, you are determined that selling humbugs is the way forward and believe that it is right for you to continue.
All three sweetshops, including yours, decide to hold an Open Day. The newish sweetshop does brilliantly well-they have ditched humbugs altogether.
No-one wants your humbugs and not only, do new customers fail to take an interest, you lose old customers to your rivals.
Your employer is pretty pissed off. You are ruining his business. He heartly reprimands you. You refuse to take notice.
You bleat, on repeat, that you are doing a good job and you are on a fixed term contract and will see it through.
Your employer and co-workers start to shout that you are a twat-you are destroying their lives.
They get up a petition to get rid of you-you still bleat, on repeat, that you know what you are doing and have a fixed term contract. You say you are bullied.
They tell you to get to fuck and eventually you have to go, still bleating, on repeat, that humbugs are superior.
Anyone who cannot do a job, risks the employment of others, is shown they are not wanted but still sticks to the job is, I think most reasonable people can agree, shameless and cares only for his own skin.
Luckily, in business and commerce, the manager's arse would have been down the road long before the shop was forced to close.