I don't like what they are doing to the bulls. However, every country has its own traditional culture May years ago and they still doing what they find it heritage for their country. it's also a dangerous festival for animals as well as the humans, many people were killed and injured. Although they seem that they are having fun which makes it more complicated.
Every country has it own proudness and would like to keep their culture stay on their minds and go on for many years, so we can't judge people about what they think is a representative to their country.