The bad things he does are on one hand SO bad that they cease to have a lot of real world meaning for people
What really makes me facepalm? The whole point of Coulson's death was to negate this exact effect. Loki casually, needlessly, nastily, and graphically kills a really likable, innocent, non-superhero normal guy who was standing up to him despite being hopelessly outmatched in an attempt to save Thor. That's not over the top, unreal villainy. That's as close to the heart as they come and makes all the other bad stuff he did retroactively much more vile.
truxillogical had a wonderful spiel on one of those TDKR secrets a while ago about how Coulson's death scene makes Loki go from "coolly entertaining bad guy whose villainy is less interesting than the Avengers bickering" to "evil shithead whom every single viewer in the movie theater hates, personally, with a vengeance and wants to see get the shit kicked out of him by the Hulk". But apparently the fangirls latched onto the "Coulson Lives!" theory and used it to dismiss not only his death, but everything else that Loki did, because since Coulson's death was supposed to remind the viewers that Loki killed loads of other people whose friends were at the very least as upset by their deaths as the viewers were by Coulson's, you can twist the idea of his death not mattering into everyone's death not mattering.
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What really makes me facepalm? The whole point of Coulson's death was to negate this exact effect. Loki casually, needlessly, nastily, and graphically kills a really likable, innocent, non-superhero normal guy who was standing up to him despite being hopelessly outmatched in an attempt to save Thor. That's not over the top, unreal villainy. That's as close to the heart as they come and makes all the other bad stuff he did retroactively much more vile.
truxillogical had a wonderful spiel on one of those TDKR secrets a while ago about how Coulson's death scene makes Loki go from "coolly entertaining bad guy whose villainy is less interesting than the Avengers bickering" to "evil shithead whom every single viewer in the movie theater hates, personally, with a vengeance and wants to see get the shit kicked out of him by the Hulk". But apparently the fangirls latched onto the "Coulson Lives!" theory and used it to dismiss not only his death, but everything else that Loki did, because since Coulson's death was supposed to remind the viewers that Loki killed loads of other people whose friends were at the very least as upset by their deaths as the viewers were by Coulson's, you can twist the idea of his death not mattering into everyone's death not mattering.