I've got mixed feelings about it. On the one hand, I think it's a good thing to challenge viewers sometimes, even if they get uncomfortable with it. That's what Kamen Rider did in the first place (having a "monstrous" hero with a dark origin), that's what it should keep on doing. Just because you get the powers, you don't get to be the hero. That was one of the original ideas behind Ryuki that got so much flack, showing that Kamen Rider didn't automatically equal hero. There I think the intention was noble, but the end result is mixed and later series just went a bit hog-wild with it.
On the other hand, it seriously does cheapen things. Being a Kamen Rider used to be this big deal. It's like being part of the sacred fellowship, this family of heroes. You can tell they kinda wanted to get back to that in the All Riders movie. Part of why I like Apollo Geist so much is that he isn't a Kamen Rider. He didn't need to be, because the name meant something else then. In the 70's, new villains would get the kind of coverage in a childrens' magazine that new Riders get now (this is how I know that Doktor G's hat can jump off and kill people.) I can't see that happening anymore, unless the villain is also a Rider.