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"Margaret" by Jim Benton
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He could just threaten everyone he comes for to buy him some full-sized Snickers or he'll take their soul. Most would consider that a fair trade.
Oh, I'm sure that, once word gets out, everyone will have a few Snickers or similar treats to hand at all times, sort of like how spirits would be sent to the afterlife with two coins for Charon, but a bit earlier in the process.
And then for the suicidal people, he'd threaten to NOT take them if they don't buy him some Snickers.