From Alfred Hitchcock Wiki

The baddies in Hitchcock's movies were never just nasty stereotypes villains -- they were usually cultured, polite, and some were even good looking.

"In the old days villains had moustaches and kicked the dog. Audiences are smarter today. They don't want their villain to be thrown at them with green limelight on his face. They want an ordinary human being with failings." — Alfred Hitchcock