I'll be honest in saying this game doesn't surprise me all that much, I mean we've already had people making mods and such to simulate school shootings, and heck years ago they even made a Columbine Massacre RPG. This is simply the first really professional (or semi-pro) effort to create something like that.
At the end of the day I don't think "Grand Theft Auto" is an apt comparison since it's too mainstream, all the arguments about it are correct, but when it comes to a game like this, it's like comparing apples and oranges.
I see something like "Hatred" as being similar to horror, real horror is something most people do not "get". They see the mainstream Halloween type stuff, and movies and video games that play out like a fun house, recycling all the familiar tropes which have become inoffensive through that familiarity, and call that "horror". Real "horror" is a combination of being taken outside one's comfort zone, as well as an exploration of humanity's dark side, which many people like to pretend we do not have. Only very specific kinds of people are wired to enjoy the real deal, and this is one of the reasons why when you see real horror there is oftentimes an outcry of one sort or another against it, since norms just do not like being made to feel uncomfortable, or to be made to think in the terms things like this can invite.
For me something like "Hatred" isn't really sophisticated enough to get the enjoyment I can derive from horror, but for an ordinary person, well, I can see how the concept could get to them. While I'm not a huge fan of White Wolf, consider that it's (in)famous for producing games where the player takes on the role of a malevolent anti-hero, usually with no real redeeming features by human standards, indeed a lot of the games making up "World Of Darkness" focus entirely on monster-centric plotlines and encourage you to be a sociopath in regards to ordinary people, oftentimes needing to victimize people one way or another as a casual matter to use and restore abilities. This has included everything from raping people for certain lust based powers, to engaging in torture and brutality to feed on the pain, to at least one group, a sect of vampires, that can grant status from "fleshshaping" poor victims into grotesque "works of art". The point here is simply that it's an example of a very similar thing to Hatred, albeit with a lot more detail, in a WoD game you might very well play a character who kills begging victims because that's how you feed and power your abilities (it depends on what your playing). This is to say nothing of how characters like Jason Vorhees and Freddy Kruegar has remained cult icons years after their last movie, basically people watch a lot of movies like that for the monsters, not for the victims. Of course that can fit into what your saying when all of the victims are written to be annoying stereotypes and the kill list takes the form of a sort of jaded morality play, but that isn't always the case.
Basically, it's a product for a very niche audience. It doesn't look deep enough to really impress the jaded horror fan who wants to either be shocked or explore the darkness (so to speak), but it's pushing the envelope to the point where I don't think it's something your casual gamer would be into either. From what little I've seen it actually reminds me a bit of "Blood" but without all of the things that actually made "Blood" kind of cool back in the day.