Milking it

Around 11 a.m., a bee bumped into Matt's eye. No big deal. He cried and then was fine.
Around 5 p.m., this conversation happened.

Matt: Matt's not crying yet.
Me: Why did you say "yet"? Are you planning on crying later?
Matt: Yeah. Bee went in Matt's eye.
Jeff: He's really milking it.
Matt: We are not milking it.