What makes Jhin choose his victims?

So far, we know Jhin wants to make others beautiful, perfect, presumably by killing them. But what makes him pick his targets? Does he choose those who have the most interesting or obvious flaws? Or maybe he just goes around picking randomly. Is it the same to him if he chooses a noble or a peasant as his mark? We saw he targeted the champions of the League, but also random people in his ''Mind of the Virtuoso'' teaser. Either way, i'm really curious.
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