“A great king”
That specific sort of honesty that makes no one happy. Also, money and stuff.
Time & Place
A goat…but not just a goat, one that speaks with a foul mouth and absolutely no tact (Foul language and cheerfully speaking evilly and without discretion.) A charmer at parties, and somehow he has the rank of king?
So there’s obviously some reason to deal with him, he’s good for finding precious stones, treasures money, and hiding the same. And he has 50 legions of demons under him, who are either very patient, or just as foul-mouthed as he is.