Rumlow is a bad guy, sure. But he likes dogs. And the Asset is like a well-trained attack dog in human shape.
I want Rumlow being nice to the Asset in a completely dehumanising way.
Feeding it, training it, cleaning it, taking care of its wounds, calling it "Good boy" when it obeys.
The Asset doesn't understand it should feel humiliated. It's just grateful its handler is nice to it and seems to like it.