To be fair that's why people like him. The vast majority of protagonists in video games are good-hearted people who are trying to stop the obvious evil bad guys. It's refreshing to play as a bad guy who will willingly kill anybody who stands in his way of getting what he wants. He's a sadistic, murderous monster, and it's fun playing that side of a story as it doesn't happen very often.
It was fun the first time. After that it got tedious for me.