 The alien character Kyubey was also envisioned and designed by Urobuchi . As one of the primary antagonists in the series , Iwakami stated that " the mash @-@ up of cuteness and darkness is the central theme to Madoka , and Kyubey is an epitome of that theme . " A central goal in Urobuchi 's writing was to highlight the moral and ethical dissonance between Kyubey and the young middle school girls , which was done through actions in the series such as Kyubey eating its own corpse in order to recycle energy . He compared the character to monsters occurring in the works of horror fiction author H. P. Lovecraft , commenting of Kyubey : " he isn 't evil , it is his lack of feelings that make him scary . " Urobuchi further remarked upon the moral ambiguity that the series displays in an interview with Asahi Shimbun , stating " Al @-@ Qaeda brought down the Twin Towers due to their self @-@ righteousness . Justice for some people is an evil for others . Good intentions , kindness , and hope will not necessarily make people happy . " 
