The men felt trust for him as he was honorable, helpful and always there for them. In fact, there was one ugly guy that kept trying to warn them. Funny thing is they thought HE was the villain. In the end, the time came for him to reveal his true colors at a critical moment and the party freaked. Fortunately for them, the ugly guy, who happened to be a PC I had run in another group who got roasted by this guy sacrificed himself and taking the guy out.
Villains love taking things overboard.
They desire total control over those around them and complete obedience to their will. Anything less will not do and can send them into fits of utter rage. This is a driving force in their lives and plans. They have no compunctions about whom they hurt or what they have to do to get what they want. They play by their own rules, twisting and manipulation everyone else's to their own ends.