Perhaps the ten kings will still be thinking of Jesus in terms of his first advent.

Growing up in the world, all they ever heard of Jesus, was that he was a very meek prophet from Galilee.

That he went around doing good, feeding some, healing others, but that he was "easily" taken by the authorities.

That the powers that be were able to destroy him viciously, painfully, and without any resistance from him, or his followers.

So, when the ten kings are told that Jesus is coming back, they may think that they will be able to just like Pilate did.

They know that Jesus was like a Lamb before Pilate, and was taken and slain like an innocent Lamb:

Acts 8:32 The place of the scripture which he read was this, He was led as a sheep to the slaughter; and like a lamb dumb before his shearer, so opened he not his mouth:

  33 In his humiliation his judgment was taken away: and who shall declare his generation? for his life is taken from the earth.

They may think that they will have even more power than Pilate had.

They may actually think that when Jesus comes back, that he will be just like he was before.

That they may think that Pilate had the power over Jesus, to kill him, without realizing what Jesus said to Pilate:  

John 19:10 Then saith Pilate unto him, Speakest thou not unto me? knowest thou not that I have power to crucify thee, and have power to release thee?

  11 Jesus answered, Thou couldest have no power at all against me, except it were given thee from above: therefore he that delivered me unto thee hath the greater sin.

So, perhaps they will think that they can easily take out a Lamb, that had been easily killed before, and maybe that is why it says:

Revelation 17:12 And the ten horns which thou sawest are ten kings, which have received no kingdom as yet; but receive power as kings one hour with the beast.

  13 These have one mind, and shall give their power and strength unto the beast.

  14a These shall make war with the Lamb,

But opposite to what happened to the apostle John in Revelation 5, when they look to see the Lamb, all they will see is the Lion.

Revelation 17:14b  and the Lamb shall overcome them: for he is Lord of lords, and King of kings:

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