There are some who love to reprove because of they love to take authority to themselves and to set themselves as judges above others. The motive of such reproof is completely wrong and Scripture is not encouraging anyone to behave in this way.
This of course is the way every good parent deals with their child and is the way the Lord deals with his people. He does not ask their permission to send hard providences into their lives. He does not constantly alter his standards to match our failings. He is the unchanging God and he is training us to meet an unchanging standard of perfect righteousness exhibited by Christ. It is we who must change and not him. But the flatterer is a weak person, though he may also be a devious person. But sticking with the idea of weakness, he flatters out of fear or out of desire for favour. He takes too much consideration of man.
Friends have ways of reproving each other. It does not mean they have to be harsh, but they make clear that they are not willing to shift from a right standard, and that they expect their friends to follow the same standard. They may offer a quiet word of advice, but it is obvious that they speak plainly and speak sincerely. A king may need to be reproved with subservience, while a servant is reproved with firmness, but the intention is obvious in both cases.