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He never was one.
I could not enjoy Borat as social satire either. Rewatch it, bearing your Bruno comments in mind, and you'll see much of the same things are true. It wasn't about the Americans in the movie, and they mostly didn't show an ugly side to themselves. It was all Borat.
"Da Ali G" movie used actors, taking out the issues with the real people. But there's got to be some level of discomfort in a Jewish actor portraying a moron who is, evidently, supposed to have an Arab background.
On the other hand, if you see him as a comedian making a fictional movie with non-actors, you may enjoy it more. Those awkward moments spoof remaining discomfort with homosexuality, and insist on the principle, without pausing to worry about the things you and I notice, class difference, or politeness.
And Baron Cohen's character is just supposed to be outrageous. There are many other examples of that kind of comedy in our culture. I think people like it because it clears the air.