I feel that good is often the way to success - the more people that like you, the more they'll shower you in rewards and titles. I like to be treated fair and have an abuse-free world, so I think everyone deserves that.
I particularly like Overlord, where players can be Evil or REALLY Evil, by turning villagers and such into slaves for weapons and armour, or kill them for pleasure. Plus, there's many more ways to expand your influence.
So all in all, I like to be a good character, though I sometimes play Evil if I want a dark and blood-splattered domain! ^^