The Elliot version of General Ross worked in large part because he wasn't the villain of the story. Talbot was a villain, representing those who would seek to exploit and abuse the Hulk, but General Ross instead represented "You know, the Hulk actually *is* a dangerous monster". He was the guy "fighting" the Hulk because it was actually the right thing to do.
In retrospect, I think the perfect ending for the movie would have been to stop the movie at the end of the "Hulk vs the Army" set piece. Then have a post script where Ross is speaking with his daughter about how "After Talbot's debacle, the top brass are actually listening to me on how to deal with Banner." Cut to Bruce, working in a lab. . . pan back, revealing that this lab ( and attached living quarters ) are a secure-but-comfortable containment facility deep inside Gamma Base. He's a prisoner, but one who is a victim-of-circumstance and an ally, not a test subject. Things aren't perfect, but it is a satisfactory compromise for all involved. Oh, and David Banner? He's still out there. . . and *he* isn't satisfied with this outcome, not at all. . .
Basically, you have the status quo set up for a future sequel: personal drama between Banner, Betty, and General Ross; Banner achieving progress in his research and efforts to cure or control the Hulk; repercussions from the outside world such as other people attempting to duplicate the Hulk; and, of course, David Banner eventually throwing everything into chaos when he seeks to "rescue" his son.