And I'm not talking about the movie, but about the main character. I'm not sure if that was the intention. Of course he is portrayed as a coward. But all his actions and of course his back story lead to the fact that you most likely will hate his guts. Or at least I did, I heard from others that they didn't mind that much or didn't really bother to think about it.
The theme (and a bit of a surprise if you will), is the big selling point of the movie. But it only works the first time you watch it. I "had" to watch it a second time, when they showed it at the Fright Fest in London (I had watched it earlier on DVD). I have to admit, that I only realized how much I hated the main guy, when I watched the movie the second time. So maybe you should only watch this movie once and be done with it. It's more than good enough for one watch :o)