Most of the commentary rolls off of him. He's aware he's being unfriendly by his standards, as it's difficult not to in the presence of such intense evil, even if said evil is more behind the man and not specifically of the man. And not being a salesman is entirely the point.

Having the energy focusing more sharply, and almost feeling as though it's trying to latch into him or onto him is something else. His faux affable tone of voice drops away completely. There's command, majesty, in the way he says quietly, "That's quite enough of that, thank you Sir." And although it's not visible in the room to the rest of the forced guests milling around, there is blinding Light where it can be Seen.

Just as quickly, he's an unassuming book salesman who isn't terribly good at it. "Is there a particular tome that interests you? Perhaps one with Mister Spider?"