Giving and Receiving Reproof

Rebuking someone is a loving act of bringing incorrect knowledge into the light and seeking to correct them with Biblical truth. It is vital that when we rebuke we do not reprove via our own opinions but through the standard of God's Word. This and others are some pitfalls of rebuking someone in a wrong and unloving way. It is also important that we recognize we don't always have to rebuke someone, there is a time to let love cover a multitude of sins. So if rebuking is so loving, what hinders people from rebuking? How should I respond to someone when they do rebuke me?