Lady Domi and lady Lola found out that the smear campaign against their company was started by this guy. And on further investigation, they realized that he was trying to enter the industry and so he was a competitor. He was doing it for his own gain. And that is why they hunted him down and they made him eat their shit so that he would never think of doing such a thing again. And he had to publicly own up to what he had done.
Madame Ellen wanted to shit on her slave but she did not want her slave to touch her ass. And so she improvised a toilet seat which she used to shit on the loser. He was at the receiving end of her shit and he had to eat all of it as it landed on his face. He was then made to drink her pee and he used it to wash the shit down his throat.