He is a supernatural entity of unknown origin, appearing as adware on SMG4's computer and as a physical humanoid television. The entity's motif is inspired by carnival barkers, circus ringmasters, film directors, Hollywood cinema and the early age of television. He acts like a salesman, promoting questionable products and new powers to exploit people's desires. This leads them to descend into near madness because of the unlimited power these products grant them in their disturbed states of mind.