Sometimes Lucifer reminded Sam of John even without wearing that face.
That is not to say that his dad filleted Sam alive, or made his life constant torture (despite what his teen self said); it was the way they spoke. "This hurts me more than it hurts you." That stereotypical line one gives a disobedient child during punishment - they both said it. John usually after an aforementioned disciplinary action reminisce of his military days.
Satan didn't have a code or system. He'd continue his affliction until Sam said "sorry," and meant it.
"Sorry I won," didn't count.
R&R!
Slightly different than the Drabble I posted on Ao3