Hagrid returns Harry to the safety of Diagon Alley where he runs into Hermione and they join the Weasley family inside the bookstore.
People are pretty psyched because Gilderoy Lockhart is signing books inside Flourish and Blotts. Especially the lady witches.
A reporter from The Daily Prophet is snapping photos when Lockhart notices Harry Potter waiting in line. He calls the Boy Who Lived over for a photo op and also gives Harry his entire collected works free of charge. Who is this dude again?
As the kids are leaving the bookstore, jerky Draco Malfoy swoops in and starts to insult Harry. Draco thinks that Harry must love all this attention. Yeah, it's super fun getting recognized by everyone because you're an orphan. Loads of laughs.
Just then, a taller, blonder version of Draco appears—it's Draco's dad, Lucius Malfoy.
Mr. Malfoy then goes to individually insult all the children in the vicinity.
He takes a peek at Harry's scar and mentions how legendary Voldemort is. Cool story, bro.
Then he tells Hermione he heard her parents were Muggles. Gross.
Finally, he class-shames Ron and Ginny by grabbing their schoolbooks and calling them "tatty" and "secondhand." The Malfoys only buy their books in new or like-new condition obviously.
We're just about to say pick on someone your own size when Mr. Weasley walks up and the adults trade veiled insults about what exactly constitutes a disgrace to the name of wizard.