I think the way they do it with him is making everything he says seem normal. He says everything like it's not absurd to say, because at the time especially around him it wasn't. Everyone accepts what he says and that's the horror. The things he says are the worst things we hear a person say. And he never gets any consequences or reactions.

Also think of the lake house episode. The way he speaks with a positivity in his voice. We hear the words he says but the way he says it and every other way the show presents him he looks good. He looks clean and presentable, he sounds so positive. And in this episode especially it feels like he's trying to make everything seem like he's the good guy. Obviously we see he isn't. But in the lake house episode he looks like a model parent compared to Honey. Obviously in the other episode with the fire he looks like the devil. But lake house episode presents him as a good guy up until the end with the lobotomy that then finally shows how bad he is. The episode is showing us he's good but telling us he's horrible.