Sir is a wealthy businessman who values profits above all else, and he is willing to exploit his employees and the environment in order to achieve his goals. He is depicted as cruel and heartless, showing little regard for the safety and well-being of those around him. In his interactions with the Baudelaire orphans, he is manipulative and dishonest, using his power and influence to try to control and exploit them. Despite his villainous actions, Sir remains a complex character. He is also gay.