Doom's character in Millar's run proved that he simply wanted to outdo Reed without being truly villainous. It's better than him talking in thrid-person and simply doing evil things because he's a dictator. Also, the fact that he's more powerful than Thor is truly awesome.
As for Magneto, he's the best type of villain. Yes, he's a psychpath, but one-dimensional? He's like the mutant version of Hitler. He wants to create a master race and has shown that, when it comes to mutants (Other than his son), he IS sympathetic.
And Norman running around in a Halloween costume was lame, I'm sorry. The visual transformation made him much more menacing, and it fit the story of failed Super Soldier formulas transforming their victims into monsters. If Banner transforms into the Hulk due to a formula, Norman should too.