That's Joe's job.
Correctamundo.
One huge tactical advantage evil people have always enjoyed in the public forum, whether as flimflam artists and criminals or as politicians (but I repeat myself), is the human psychological phenomenon of transference.
Call John Gacy an evil man in a public meeting and, absent a few dead bodies lying at his feet, most of the public will turn on you and decide that the messenger is the sociopath and a continental liar besides, and discount everything you are saying.
People don't like to change their opinion of someone who has "gotten to them", "gotten in their face" and "made the sale". They will whip your ass for trying to turn them around and save them from their contract with Mephistophilis.