Consider walking along and getting hit by a gust of air. It last for a couple of seconds and might make you adjust your balance, hesitate your next step, etc.

Now think about driving your car down the freeway at 60 when you're hit by the same gust of air. It lasts for a much shorter time, and you have to very briefly compensate your steering, but only a tiny bit.

Now imagine your car is a hundred times bigger and travelling at 500 mph when it the same gust hits. The duration will be so short that it doesn't even register, but the force all across the plane is proportional, so it just feels like a big thump, a speed bump.

Sort of the same principle as speed bumps themselves when you think about it. The whole point is to make you slow down and stretch out the time that speed bump is interacting you. The faster you go and the harsher you feel.