Why was the old woman causing people to abandon Ruby? There was no hint I could figure as to why that might be happening.
On the BTS ep Russell said that he didn't want to reveal it because the audience thinking "What could someone say to make a mother reject her daughter" is so much creepier than any reveal could be. It's got me thinking.
I think it could have just been them realising she was a ghost and her saying she was attached to Ruby in some way. Like imagine thinking that she's cursed in some way and the curse could transfer?