Seems like Jesus was more or less on the level, Rick and his core group are led into a big expansive compound with a miniature town inside. The residents look a little tense though, and it turns out that may be in part because some of their people have been held in exchange for some sort of payoff by someone called Negan.
As the town's bossman shows Rick around, there's an attempt on his life that turns out to be one resident's desperate deal to get "Crystal" back from Negan in exchange for committing the murder. Rick stops the man and he is killed in the struggle. The residents seem frozen and unwilling to take any actions themselves.
The last panel, Rick, covered in the dead man's blood, looks back at them and says, "What?"