Macu spends his time looking for kind and giving people who he rewards in some small way. He does this by disguising himself as a needy person, maybe an injured traveler on the road, or a beggar in a town. The first person that responds kindly to him will receive some assistance in the endeavors, they will find out about the assistance when Macu has finished helping them. If a party member is simply indifferent to Macu then Macu will give the party another chance, in a different situation, if the party is still indifferent then he will leave them alone without interfering with them anymore. If the party is cruel or evil in anyway to Macu then he will punish them is some suitable way that matches their evilness. He will even show himself to them so that they will recognize him and the fact that they were evil/cruel to him.
Schaak is a well built peddler that always seems to have just what is needed at the moment. He is a high powered mage that has given up adventuring and much magic for a more medial, yet rewarding existance.
Fullick is one of three leaders of the Black Hand Rogues Guild. He has been posing as a noble since he joined the guild and it has gone to his head. He acts the part at all times much to the amusement of other guildmembers. Nobody would mock him to his face though since he is a master swordsman trained by the best nobility could afford.
A shaman like man appears out of nowhere and asks if any of the PCs have ever heard of him.
It looks like a cook's book. It is a cook's book. It is also where the cook, who happened to be a master spy, encoded all his secrets and contacts. The book has innocently fallen into your group's hands. Everyone wants it, and many are not subtle or peaceful in their attempts.