He doesn't often show up wearing a red suit, horns, and holding a pitchfork. He knows that it is much easier to fool people by disguising himself. It is greatly to his advantage to smile and be friendly or just downright charismatic. He laughs a lot and tells a good story. He is a smooth talker and tells people what they want to hear.
People are much like sheep and are easily led astray.
There are many wolves in sheep's clothing who act like they care for the sheep. They try to look good and sound good as if they really care about the sheep. They are actually drooling and salivating the whole time, thinking what a tasty meal they will be. Sheep are not very discerning and are easily fooled by good looks and fancy talk. I was surprised.