I disagree. I've been watching Baron Cohen since he first appeared on UK TV in "The 11:00 Show". Back then his segments of the programme (predominantly as Ali G, very occasionally as Borat) were funny, inspired and the highlight of the programme. That, however, was five years ago. Time (and comedy) moves on. First of all SBC flogged Ali G to death, then took the character to the States and did the same. Now he's doing the same with Borat - who I always thought was a much funnier character than Ali G.
When you've been watching the same act for five years and it's hardly changed it becomes repetitive, tedious and predictable. SBC was on a chat show here in the UK a couple of weeks ago, in character as Borat, and quite frankly it was embarrassing for all the wrong reasons. The host (Jonathan Ross) was funnier than SBC.
Sadly, SBC is proving to be a one-trick pony (well, a two-trick pony - I don't rate the Bruno character at all). If he wants any longevity in his career then he needs to create some new characters and fast! There are far more talented comedians/comediennes around with an arsenal of good characters who will, ultimately, blow him away.
A shame because, in the early years before Ali G was given an entire show to pad out, I used to find SBC inspired and hilarious. Not now, I go out of my way to avoid him. I've seen it all before.