Dude's just an emo evil poet at heart.

>all that "come and see, bastard", snark
>
>and his letter to the Greyjoys from before:
>
>"Balon Greyjoy, Lord of the Iron Islands and invader of the
>North. I give you until the full moon to order all ironborn
>scum out of the North and back to those sh*t-stained rocks you
>call a home. On the first night of the full moon, I will hunt
>down every islander still in our lands and flay them living
>the way I flayed the 20 ironborn scum I found at Winterfell.
>In the box you'll find a special gift: Theon's favorite toy.
>He cried when I took it away from him. Leave the North now or
>more boxes will follow with more Theon. Signed Ramsay Snow,
>natural-born son of Roose Bolton, Lord of the Dreadfort and
>Warden of the North."