"FRIEND is evil", "FRIEND is anti-kris", "FRIEND is manipulating everything", blah blah blah
meanwhile theory I've had since day one the moment I saw that damned smile, which has only been reinforced by the cat imagery. "FRIEND" is the cheshire cat, because this story is based on themes found in Alice in Wonderland. About "becoming" one's true self and the dangers of excessive escapism. He's not harming us. He's watching along.