It’s a story arc that has collectively captivated us time and again whether it’s factually-based or fictitious: the rise, fall, scorn and redemption of a public figure.

The particular scandals that knocked them from the lofty perch of public approval vary—bribery, affairs, love children, money schemes, etc.— and the self-inflicted wounds may require years of recovery. But what helps the infamous to revitalize their tarnished image is quickly confessing the mistake, accepting responsibility and then, after assuming a lower profile, publicly compensating for the breach of trust to ensure it doesn’t intentionally happen again.

But for every commendable comeback of an influential performer or politician (Pres. Clinton after “Monicagate,” Britney Spears after her head-shaving meltdown and Charlie Sheen’s hot streak of film roles and sitcoms after stints in drug rehab and turbulent breakups), some of them fail to follow that protocol.

And some never seem to learn from the faux pas in the first place, which is why the continuation of Anthony Weiner’s New York City mayoral campaign, now plagued with echoes of the same 2011 sexting scandal that led to the resignation of his Congressional seat, is both perplexing and problematic.

When the news first broke that the seven-term U.S. Representative sent “explicit” messages and photos of himself to an adult female Twitter follower and other women “over the last three years,” the then 46-year-old newlywed and expectant father recanted earlier denials of his salacious misconduct and resigned the following month.

Given his solid reputation as a long-term congressman and the fact that sexual indiscretions are far from unique in politics, Weiner left his self-imposed hiatus to announce an intent to run for mayor of New York City. “I want to ask people to give me a second chance,” he said, calling the debacle a “thoughtless, stupid …failure of judgement.” “It’s what I do, what I’ve always done: running for office, doing public service. I want to win, and I think I’ve got ideas that no one else does. Why is that so difficult to believe?”

Too bad that he answered that question with two words—“Carlos Danger”—just last week. The name representing his alter ego and undercover online identity that the embattled candidate assumed, according to newly-unearthed reports of yet another explicit photo exchange with another young woman that wasn’t Huma Abedin (his wife).

Again, Weiner assembled a press conference, contritely apologized— “This behavior is behind me”—and dismissed the inevitable calls to resign. Despite the support of his wife and her assertion that his transgressions “are between us and our marriage,” his campaign manager bolted and comedians bantered about his latest misfortune. Recent polls have also found his lead over opponents has vanished.

I’ve never met Weiner, nor am I a New Yorker. But what I certainly can state is that, as a voter, the time always comes to choose a candidate and weigh his or her professional credentials over personal shortcomings. And in Weiner’s case, some still champion the 48-year-old’s record, declare he did nothing illegal and believe he deserves that second shot.

But there are others who can’t overlook the fact that even after counseling and public scorn, Weiner repeated the same misbehavior that cost him so dearly to begin with. What public trust can be maintained when the closest ones to him are still being betrayed?

The phoenix symbolizes new beginnings, a rebirth after rising from the ashes of its former self. But in the case of Anthony Weiner, maybe his ascent is hampered by underestimating the intensity of the flames. So because he hasn’t respected the fire that supposedly molded him, the man is getting burned instead.