Or Sauron is a bloke who made some rings to unify the world. Some bastards stole them for their own purposes and then proceeded to spread rumour and innuendo about Sauron and his purposes. Worse still, the main antagonists riled up the inhabitants of middle earth, set them on a mission to attack Sauron and then bailed out to the ships whilst this was all going on. Sauron did his best to communicate with the antagonists, even inventing and distributing communication devices, but no-one wanted to negotiate. It was all just attack, attack, attack.