While I agree they are doing this I also think non readers would leave the show in droves if they actually made him like the book. ITs pretty clear to me that a majority of these people for all their enjoyment of the grey nature of the show want there to be a good guy.
I read the first book ten years ago - and stopped there. It is a series of stories of bad people doing terrible things. Reading is a very personal thing to me, and I cannot stick with books that have nothing but scumbag after scumbag.
Yes, the producers are humanizing some of the villains.
Good thing. I would never have gotten back into the books, otherwise.
The books are primarily torture porn with some clever dialogue mixed in.