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Projection is telling the truth about yourself, trying to make others believe what you felt belongs to someone else. This is a comic strip. You shouldn’t take it personally. Anyhow, he was doing the right thing.
It is intentional. Read it again with that perspective, and you’ll understand. The writers red line through his strip is mostly with that kind of angle.
The carrot was a reference to money, and the dangle was a reference to him being a dick.