Hahaha, he got scared when something hit him on his head, then realised how stupid it looked and how it would look even worse if he just straightened up, so he continued acting like he had been hit on the head with a rock instead of a roll of paper. 
Ph'nglui mglw'nafh Cthulhu R'lyeh wgah'nagl fhtagn!
"The sky was the color of a TV tuned to a dead station" - Neuromancer
