I think part of the problem for me is that I always see his fandom telling me he's just poor widdle Woki and and he should be pitied because his dad was so mean to him. And it makes me roll my eyes because thousands (maybe even millions!) of people with less than awesome parents didn't go try to take over planets and murder thousands. So, yeah. But yeah, in this movie, away from his fandom, I could enjoy him for the charismatic, not-helping-at-all-dammit-Loki person because as you said, Great Story.

That said, I do think Odin is definitely a villain, too. Not that it excuses Loki's actions, but Odin is villainous.