This gif deserves a post of its own.
Part of me believes that this entire time, this entire game, from the beginning -one of the end goals was to make Sherlock physically attack Jim. I think Jim had been hoping for that from the start, had wanted to antagonize Sherlock to the point of lowering himself to a physical assault. Remember, Sherlock may never have even known the name “Moriarty” had he not been willing to stoop to extreme physical violence against an unarmed and dying old man.
Sherlock. Our “hero.” Our “good guy.” What a fairy tale.
Yet, he believes himself to be a higher power. Because he’s damaged, delusional. As much as he claims not to be a hero, a part of him has always believed that he is. Believed that he would be. Jim Moriarty knows better. Has always known better.
Jim didn’t want to be touched at Kitty’s apartment. He went to great lengths to avoid it. It wasn’t time. Even that must’ve required such self-control for Jim. To run. To not let Sherlock grab him, attack him. Make a monster of himself, in front of John.
Jim didn’t want Sherlock to do that. Didn’t want anyone else to see that. Especially not John. (It’s remarkable to me that the fandom doesn’t talk more about the fact that Jim never went after John. If he really wanted Sherlock tormented, he could’ve gone after John. Jim left John alone. He went after Sherlock’s reputation, his career, his life, even - but not John. This was between Jim and Sherlock, and it was never about destroying or corrupting Sherlock’s bond with John - which everyone, including Jim, knew mattered to Sherlock - more than anything else.)
Jim wanted to be the only one to see the monster that Sherlock was capable of being. After all, Sherlock was the only one who ever saw the man that Jim really was.