That's funny, because what irks me somewhat is the apparent lack of abovementioned effort: we see Emo, we see Rebellous and we see Brutal, but not the transition between the three. All we are presented with is a handful of quotes which teeter dangerously on the verge of being out-of-character because they have nothing to stand on.
This leader lacks depths and inner conflict which would make him interesting. He is painfully obvious in his methods, his deeds and his desires, and thus predictable.
Of course, he does bring war back in Warcraft, but he achieves that by being annoying as hell and not by being a skilled leader (like Orgrim) or a shrewd politician (like Ner'zul). He provokes a gut reaction in any Alliance fanbo... I beg your pardon, member that sees him, one of almost animal and visceral hatred. Even I am no exception to this, and believe me when I say it is uncharacteristic of me.
I wonder what future (and Blizzard) have in store for him, though. His story is far from being over.