It's a moment to re-establish the general idea of the adventure out of character. Trying to one-up murderhobos with fictional consequences is sure to spiral into pettiness and end up miserable for everyone involved.

I was a player in a campaign where two of the other players just full-on sprinted past every sign post the (Pathfinder) GM threw up saying, "This character is here to give quests. He is much higher level than you. Don't attack him. He will slaughter you."

They pulled out their weapons and made to attack the guy and my CN character was like, "You have fun with that. I don't want to die today." The quest giver and our other party member tried to talk them out of it for a couple rounds AFTER they started attacking (and doing no damage, naturally). The NPC then started using non-lethal spells to try to defuse the situation. A couple rounds of that and the GM finally gave up went hostile. Two or three AoE attacks later and both characters were gone.

They rolled new characters, but I didn't last much longer in that campaign.