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Agent Rossi: (We needed to) give him a false sense of security. If he thinks we messed up maybe he relaxes, makes a mistake.
Agent Prentiss: That or he gets angry because he thinks someone else is stealing his thunder.
Agent Hotchner: Either way, the aim of the strategy is to throw the killer off course.
JJ: Otherwise all we're doing is reacting to him, and we needed him to react to us.