They couldn't fight 9 Crowns, so they hounded his kingdom and believers. This made 9 Crowns angry. He used Golden Light on them. They are not heroes, so their consciousness was shattered and their accounts were lost. Many of them even died in real life.
The players learned their lesson quickly and stopped causing trouble to 9 Crowns. But they didn't give up on harassing his three heroes.
Especially the heroes of other gods. They couldn't die permanently as they had the protection of their god. The worst thing they had ever experienced from 9 Crowns is going unconscious in real life.
Not even being imprisoned deep in the earth where they couldn't die was as bad as that. But they were always able to bounce back, so they felt confident in their safety.
Plus, they had righteous anger that kept them motivated to keep hounding Taylor, Black Knife, and Sharon. In fact, they are doing so now.