He has the entire rage of the halfling race. They're all so gorram jolly.
Madness string 85397
We try to live a good life, a clean life, but secrets get in the way. Sure, we can play dirty, use people's mistakes against them. But put all those secrets behind us and the honest man comes out on top.
Remember, Apple won't let the villain use an iPhone. So if everyone is using Apple phones except for one person, you found the bad guy.