Most entities hide their evil

They smile in the face of humanity because they want to appear good, pure, and wholesome even if they are anything but. The clown wears its wickedness as a badge of honor and is not afraid to flaunt it before the world. Sam wears a cross necklace to the circus and the clown senses it right away. It stares at him with a look of evil while juggling and riding its unicycle. It is like none of the other audience members are even there except for Sam. It focuses entirely on him because it senses the goodness he has within and it wants to transform it into evil.