Norman is supposedly "very attractive" and "very charismatic," two words that I would NEVER associate with Norman.
Really? He's a rich and successful business man, with a lengthy history of running organized crime. I don't know about 'attractive', but that suggests a certain amount of charisma.
By contrast, the only way that any number of Marvel's recent portrayals of Norman make sense is if THEY SEE HIM AS THE HERO, and indeed, Bendis even SAID in an interview that "anyone could relate" to Norman Osborn, after he'd received the keys to the kingdom, and moreover, Bendis asserted that Norman would make a "better hero" than the ACTUAL heroes in the Marvel Universe, precisely BECAUSE he's evil.
Bendis likes to speculate about stuff like that in interviews, but I can't imagine how you'd take away from any of the actual comics the idea that he's being written as anything other than a supervillain. The readers are meant to enjoy watching him scheme and be bad.
I can't help but see him as the wish-fulfillment authorial self-insertion character of Joe Quesada, especially when Quesada goes on at creepy length in interviews about how Norman is so "handsome" and "he has the best hair."