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There are a couple of issues with the cruel trait. Playing as Dany, I got cruel by throwing a complaining prisoner in the oubliette. I suddenly became extremely unpopular. The total malus in some cases was -40.
This is WAD. We made the opinion maluses for cruel much harsher all the way back in the second or third release, as part of a general effort at making Westeros more politically volatile. It may require revisiting now, but it's not a bug.