First the rider conquers, and then he causes man to kill each other. Next we see Him starve humanity and finally death ensues. It looks so white and pure. It conquers a person with it's disguise. Then it brings self-destruction.
Life is starved in the person and finally death results.
But every man is tempted, when he is drawn away of his own lust, and enticed. In the context of this passage, James tells us to not mistaken what is good and evil. Only that which is from above is good. We can avoid sin and death by seeing that a thing which is not from above is not good, no matter how good it looks. It will end in death and hell.