I didnt have any preconcieved notions though, I didnt know anything about the movie before going in other than it was a re-make. If anything Keaton was going to be like the old man in the 1st movie who wasnt evil either.
Its right that he thought of Alex as a product, I agree with that, but he also seemed to think that of Alex's family as well. They were nothing to him throughout, hence him being able to lie blantantly to his wife's fate about him dying. Him pointing a gun at Alex's family at the end wasnt totally evil, it was more him thinking nothing could touch him and they were products to his company, so again, it came as no surprise to me.
And things he did throughout, no matter what the reason, came across as evil to me personally. He reminded a little of Jordan Belfort in Wolf Of Wall Street, not someone obviously evil, but willing to get ahead at the expense of others suffering. To me personally that is evil.