I like him and yes he is a villan/bad guy.
I have no problem with that whatsoever.
And that is what I would like the horde to be.
The alliance-horde relation in my view should be one of a perpetual war.
Besides as a realist I do not believe in the existence of morals, what is right or wrong is not decided by some lofty constant ideals.
Right or wrong is decided by whoever holds power. If you do an action; and you have the power to get away with it (without any negative consequences to you/ the nation) then it is right. It does not matter how brutal or gruesome the action actually is.
The defeated is always wrong the conqueror is always right.