An aesthete is by nature cruel, because crude things offend our nature and there will be so much crudeness. And oh, won't someone throw a pearl in my wine?
Master Gegeruju is the lord of Costa del Sol.
A wealthy Ul'dahn entrepreneur, he purchased land along the Bloodshore from the thalassocracy when it proved ill-suited to farming due to seawater seeping into its water table. Making a sizeable contribution to the Admiral of Limsa Lominsa to build his new estate, he moved from Ul'dah to La Noscea. 
This act also gained Gegeruju animosity from many of the original settlers who built the town, as they worked themselves to the bone only to have him buy the region for himself. 
However, many of those settlers have remained and prospered under his employ—a third of his household, by his own estimate—and the region is noticeably more profitable and valuable now than it was as a futile attempt at farmland. 
Despite his gift for business, Gegeruju can often be naive in other matters.  For example, he attributes earthquakes in eastern La Noscea to the buffaloes in the region. 
Gegeruju is a generous and enthusiastic man with a great lust for life and appreciation for most things, finding enjoyment in both the anticipation and fulfillment of what he desires.