Beyond the Wall the Free Folk kneel for no man. Unlike the free folk the kneelers are subject to lords and kings. The free folk view the kneelers as lacking freedom, whereas the people of the Seven Kingdoms view the "wildlings" as savage, lawless and primitive killers, rapists and thieves.
I know your kneeler’s knees must be itching, for want of some king to bend to. 
The free folk despise kneelers. 
Kneelers. Their lordly lord spoke, they must obey. 
When your enemies defy you, you must serve them steel and fire. When they go to their knees, however, you must help them back to their feet. Elsewise no man will ever bend the knee to you.