He was trying to get Ash to destroy the book but at times it was so subtle you were never entirely 100% sure. That is how good Episode 7 was

Of course it was an illusion created by Baal. Ash destroyed all tension in the episode by telling the viewers this was Baal's illusion in the opening sequence. The whole reason for Kelly and Pablo being
"
killed
"
by Ash in his mind was to break him. Kelly and Pablo were Ash's emotional supports. By making Ash destroy them in his head, Baal made Ash vulnerable and easy to manipulate.
As for Ash being tough. Well, how do we know that this didn't transpire over a matter of less than a minute? Perhaps the Sheriff went through another such intense illusion in his head.
Remember what Ruby said. You don't have a choice, Baal makes you want to do it. This is why Baal is such a disturbing demon in this show. He takes away your free will by manipulating you in a seductive and sleazy way. Despite my feelings for the last episode, I find Baal very frightening because of this. The way he turned the Sheriff was highly unnerving.

This message has been deleted.

clearly.
imo