When you write a show, and you can't excite your audience with nothing but empty promises of a long-dead villain appearing over and over again in every situation you can put him into without saying he's alive or dead. You're trying to keep your audience, but you'll never gonna bring him back, while basically basing your whole show on the fact that he MIGHT be back. It's bad writing and it makes people sad.
"Did you see the new season of Sherlock? Is Jim really alive?"
"Nah, it was a total moriarty baiting the whole time... there's Sherlock's evil sister instead."
When a straight girl acts like she’s interested in another girl just so she can come out to her.
Lesbian girl: I came out to Amelia because I thought she was interested in me, then she ditched me
Friend: What gave you the indication that she was a lesbian?
Lesbian girl: She kept flirting with me.
Friend: She was lesbian baiting you