User blog comment:Damac1214/Call of Duty: Advanced Warfare Reveal Trailer has Dropped/@comment-24048623-20140503051415/@comment-5596583-20140503053654

It's less of a bad guy (unless you're coming from a nationalistic perspective, as most Call of Duties do) and more of an ambiguous morality sort of thing. His goal is not to hurt people, nor is it to help people. His goal is simply to make money. He happens to achieve this by both hurting people and helping people.