The man is vaguely familiar, but that's not enough to keep Sam from backing off slightly in alarm. The man is handsome, and confident, and in Sam's experience those aren't things which lend themselves to safety, at least when he doesn't know who they are.

Dean is the obvious exception.

The fact that the stranger knows his name is suspicious enough, but it's also intriguing. That said, if he really is in Hell, it's reasonable to assume that all the demons know him, and are out for his... whatever counts for blood, here. He raises his hands, in the universal "unarmed" gesture.

"What do you want?"