I like Magneto the LEAST when he's being written as a villain, since he really is one of the most complex characters in the Marvel universe.
With the mutant population being as small as it is it makes even less sense than it used to for the X-men to be in conflict with Magneto. He's worked hard to earn his place on Utopia and his character has grown with these acts of redemption.
If they'd like these movie releases to garner new readers I think they ought to start putting comics into people's hands right at the movie theater. With characters that have decades of history, people often tell me they just "...wouldn't even know where to start."