Pontius Pilate tried to reason with the hostile crowd, but they knew that his political position was dicey. Many scholars seem to think that Pilate would have been removed as governor, and possibly jailed and tortured, if there were another rebellion on his watch. The crowd uses his own motive for self-preservation against him, and he caves.
It's possible that in the second part of this section, Pilate believes that he won't be reasoning with the crowd, so when he says, "Here is your King!" he may be trying to antagonize them.
"We have no king but Caesar" is somewhat predictable for the chief priests to say, because that particular group was not known for their religious devotion. In fact, they were despised by many Pharisees, because of their willingness to compromise with foreign powers, and to make a lot of money doing so.
What makes Pilate so bad is that he was the one with all the power, and he behaved as though he couldn't do anything other than what the hostile crowd wanted him to do.
You can almost hear him saying to Jesus, "This is a tough break; I'm sorry about this" even though he's the Roman governor. He's even worse than the smarmy warden in The Shawshank Redemption.
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