User blog comment:Looperreallyreallysucks/Pure Evil Discussion - Avengers: Endgame/@comment-29414935-20190513140654/@comment-2175012-20190513162305

That is faulty reasoning there. Those are two completely different instances. Vilgax in particular did that as part of his "Villain with Good Publicity" schtick. Thanos literally breaks down after killing Gamora, and even has a younger version of her materialized to show that he had some regret that he paid "everything" to achieve his goal.