Okay, I saw the movie and I thought it was great. He reminded me a bit of Tom Green, but funnier and more talented.
He definitely is provocative, but if you notice, most of his encounters are with things/people that are ridiculous in American culture. Without giving too much away, I'll just mention examples such as the rodeo racist, the church service, the frat boys, the South secession mentality, and the "gangsters". As an actor/comedian (artist), I think it is his way of exposing that.
That said, there were a couple parts I thought were a little ridiculous (i.e. naked wrestling).
If you haven't seen it, I recommend it, but keep an open mind.
And don't take your mother!
Edit: "Very Nice!" (Borat accent)