I am determined to include a balanced Neutral Offensive into the game. The Merchant is focused on delaying the game as long as possible, until Day 8, so that he can sell more stuff and make more money.
Plain Survive Goals are boring.
Merchants can be beneficial and detrimental to both sides as they are able to occupy and prevent visits, preventing Investigative classes from checking players or Physicians from healing bleeding or poisoned players.
However, they are also good for Blue Dragon, as they can prevent visits, meaning prevent conversions and attacks, and the fact that they want the game to be delayed means they do not want people to die.
EDIT:
What would it be if this ability replaced Ransom?
Bribe: (D) (2)
Prevent a player from using Day Abilities for the rest of the day.