I wouldn't go so far as to say that Goldblum's character liked what he was becoming. In fact, that's just kinda silly. He enjoyed the effects of what he thought were additional skills brought on by the fly DNA until he discovered the full extent of the effects and what it was actually doing to him. Then he becomes a tragic man, desperate to save himself. He doesn't embrace what he's becoming, but he's struggling to prevent what he's coming, and in doing so, becomes insane.
Both Hulk films don't have that at all. Not to mention, The Fly is an incredibly emotionally engaging film, that shows how awful a process this bodily change is, and it shows how detrimental it is to the people around him. Both Hulk films are just action movies. Both of which, in my opinion, lack a real emotional depth(keep in mind though that I haven't seen Ang Lee's film since i saw it in theaters). If someone were to come along and make a Hulk film like Cronenberg's Fly, i'd be ecstatic. But i doubt it'll happen. And there are very few characters that could compare to The Fly in cinematic terms. Maybe if "Swamp Thing" ever gets off the ground, they could really do wonders with it. Just a matter of time, i guess.