My understanding from the rules is that all NPCs, unless specifically excepted by the rules*, are threats, no matter how close to the PCs they may be.

*For instance, when the advanced moves are in play and someone rolls a 12+ on a seduce or manipulate someone roll.

I was just thinking a little bit about exclusive playbooks, like the Maestro'D and Faceless...

Since these are things that are being given away in a limited but more-or-less promotional manner, they're obviously not really part of whatever long-term money strategy Vincent has for the game.

Still, some work has gone into layout and setup on these, which gives them value.  So, one way of maybe getting them into the hands of people who want them but haven't attended various promotional events might be to give them as rewards for donations to certain charities picked (or not) by the people who designed the playbooks. 

It might end up being too complicated to coordinate (or just not of interest to the creators), but I like the idea of getting a playbook for a masked killing machine in return for donating money to a children's toy fund or food bank.

Thinking about that game always makes me smile.

I don't know how far you're wandering from the game we played, but from the perspective of our game, LOOK would have to include:

Red hair, orange hair, yellow hair, green hair, blue hair, indigo hair, or violet hair

Gender would also probably be restricted to woman, ambiguous, or concealed.