Why would shakespeare want to extend flattery towards the king when writing play?

Shakespeare lived during a time when the monarchy was powerful and had the ability to censor or even punish those who displeased them. By flattering the king in his plays, Shakespeare was able to protect himself and his company from any potential reprisals. Additionally, it was customary for playwrights of the time to flatter their patrons, as a way of showing respect and gratitude. Finally, Shakespeare may have genuinely admired the king and felt that he deserved to be praised.