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.

Criminal Minds Season 7 Episode 22: "Profiling 101"
Criminal Minds
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Criminal Minds Season 7 Episode 22 Quotes

Agent Prentiss: There's a lot about Rachel that tells us about the UnSub. She was young, so most likely he was, too.
Student: What makes you think that?
JJ: Well she lived in a shelter and had a part-time job, so she was a street kid, but not necessarily the reckless type. She wouldn't just go off with anyone.

Agent Rossi: Now these two girls couldn't be more different. But the one thing they both have in common is that they both crossed paths with the most prolific killer the BAU has ever seen.
Dr. Reid: What you need to understand is that no two killers are the same. They each occupy their own spot in the behavioral spectrum. Genetics, brain chemistry, psychology, they're all factors.
Agent Hotchner: But we believe this particular killer grew up in an environment so adverse he never had a chance.