Well there's definitely a difference between villain and douche. I did an amount of proper villaining in the early days of online play. A number of us did, its the reason we had a flame board on DOAC.
But then on the opposite end of the spectrum you have that dude who threw a box of condoms at PL's head while he was eating breakfast. He was just a douche.
So you gota be careful how you present yourself.
The main problem I always had with maintaining a villain image is that I could be very convincing leading up to a match, but I tend to humble myself afterwards win or lose. So I make a poor villain in that regard. Also, I don't think its really smart for moderators or anyone with a degree of "pull" to make himself look like a villain. That just leads to situations where the community feels like its being run by horrible people and can implode at any moment.