Why doesn't Brand's ult bounce off of himself?

I mean...he's made of fire, you guys. I've been boned so many times getting ganked only to successfully outplay the gank to EQWR...and then to die because my ult doesn't bounce off of me. Or, getting caught out to hard engage only to successfully stun (somehow) and then die again because my ult just poops itself apparently. This has precedence with ryze's E and could help bring Brand to viability again