Though the lost spirits of the land are often so because they quite literally are lost and unable to make sense of the area due to their scrambled senses, there exist those who are chosen by Sharr to lead the spirits to a single waiting area so they may be taken to a proper resting place.
This man is not one of them.
Whereas guiding spirits are still themselves spirits and aren't often seen by the living unless explicitly called on, "The Cleric of the End" as he's called himself, is very much... "alive" isn't the correct word, but the point is that the living and dead can see and interact with him, with him seeming to speak to thin air to those who don't have the sensitivity to see ghosts. Despite his constant, unchanging smile, he'll even hold conversation just fine between a ghost and a living person at the same time, and act as an interpreter for the ghost, albeit tending towards very macabre subjects if he's allowed to steer the conversation. While this wouldn't be a problem in itself, it's the fact that he is very much dressed like he's a guiding spirit and seems to be trying to fulfill that role by guiding people to a location he's yet to disclose.
And if he's successful, people - living and dead - are never heard from again.