A shrewd businessman, John Mercer saw the vast potential of Pandora. He created The Ambassador Program (TAP), a Na’vi reculturalization initiative to help the RDA gain access to Pandora’s resources without the financial expense of prolonged conflict.
The Omatikaya uprising at the Battle of the Hallelujah Mountains cut TAP short, leaving the RDA authorities to assert that the program would have otherwise succeeded.
Mercer is calculating, calm, and direct, but often charming. You don't know how close you are to danger until it's too late. He is a visionary, but a manipulative and vindictive one, hungry for power and admiration.