Absolute hilarity. This was definately a lot more over the top than most of the Borat stuff on Da Ali G Show, but it is so funny and you have to hand it to Sasha Baron Cohen for how well he keeps in character and gives people the false sense of being able to say exactly how they feel...which in turn reveals a whole lot of racism and predjudice in the people he interacts with. I guess Borat brings out the true colors in a lot of folks, which is absolutely hilarious, and disappointing at the same time, but much more on the hilarious side.
Also, another interesting thing about the movie, is that in my hometown (NC) where I am this week, Borat was only playing in 2 theaters in the whole area. This is between Winston-Salem and Greensboro, NC, about 20 miles apart, with a ton of movie theaters in the two cities and surrounding areas. It seems that this movie is a bit too controversial for this area, as the movie is the biggest release of the weekend and its only in 2 of about 10 major theaters in the area. I wouldn't doubt this situation is the same for many areas of the south.