Runaways n. 4, G. wilder walks into Alex's room with the ceremonial knife. His wife tells him to put it down. He says 'I'm not going to hurt him, I just want to explain what he saw us doing with it.' Mrs. Minoru later says 'This is going to hurt me more than it hurts you' and 'I'll discipline my own child'. The Yorkes explicitly say 'We have no intention of hurting any of you.'
R. n. 5 opens with the entire Pride discussing whether or not the children will fall for the *bluff* the pride is making about killing Molly. The Yorkes accidentally cut Nico and immediately regret it, even before the Staff of One appears (and no, they don't know the staff is coming because they're shocked when they see it). Mrs. Hayes shows nothing but love and concern for Molly.
N. 6 'We control this entire city. But that doesn't mean we're despots. We're just concerned citizens who've made great sacrifices to make the world a better place for you.'
N. 7 Mr. Dean is half insane with worry about his daughter being missing. He also refuses to believe when the others say the kids think they're no different from supervillains. 'We ARE different. We're... We're heroes! We've dedicated our lives to making the world a better place for those kids.'
N. 8 'If the children have decided to start playing crime-fighter, it's more imperative than ever that we find them quickly... before some two-bit hood decides to make an example out of them.'
N. 13, they align with the Gibborim because the end of the world 'is inevitable' anyway. Mrs. Stein is pregnant and responds to a suggestion of abortion with 'I'm not some kind of monster.'
N. 14 Mr. Stein pretends to be ambivalent about still giving the spots in paradise to their 'ungrateful brats', Mr. Wilder absolutely explodes on him for even thinking it. 'I have done terrible things in my life. But for the last 16 years I have been confident that I've been doing them for a noble reason. I am going to find Alex and give him what is rightfully his and I'll destroy anyone who gets in my way.' Stein agrees. (He was testing Wilder's motivations)
N. 16 'Don't lose faith, Janet. Remember when we used to spend hours just watching our boys play in the sand? We can't forget that we're doing this for them.'
'Are you still willing to help destroy the entire planet?' - 'Oh, yes.... We visited thousands of possible futures, each worse than the last.' - 'and all of these timelines were overrun by the same thing: super heroes' - 'The x-men, the Avengers, the Fantastic bloody Four, their kind dominated every era ensuring that people like us never challenged the mundane status quo. Believe me, a world filled with fifty year old men punching each other is no place for children. The next generation deserves something new... and that's exactly what we're going to give them.'
N. 17 Alex: 'I learned about the Gibborim and what our parents sacrificed to make this world a better place for us. I couldn't believe it... My mum and dad were Heroes!' The Gibborim declare their intention to kill the Pride AND their children - the immediate reaction from the Pride is 'Get out of here, we'll hold them off'.
So, over the course of their definitive storyline, they absolutely did literally call themselves heroes, and called themselves noble far more often. They repeatedly showed care and concern for their own children (every bit as fiercely as any normal parent) - the idea that they would ever just murder their own children just for an advantage is blatantly ridiculous - and despite their unsavory backgrounds none of them were even willing to kill the other children(except for the Deans and the Hayes's who had already decided to double cross everyone and steal the six spots in paradise for themselves, anyway).
Regarding their few later appearances -time traveling Geoffrey Wilder blamed the Runaways for killing his wife and son. Literally his entire rampage was because of family. And the time traveling Yorkes were devastated when they found out about Gertrude's future.
As for the average villain considering them evil to the core? When did we even see the average villain encounter them at all? The Kingpin is the only instance I know of, and he simply considered them efficient, intelligent and ruthless. I understand they showed up at some point in an Iron Man story and a Daken story - I haven't read those - but as far as I know they only ever encountered cheap low lifes like the Wrecking Crew.
You're right that they're basically mob bosses with powers, and that that's why Kingpin respects them, but they absolutely do love their children. And it's kind of funny that you think 'mob bosses with powers' qualifies for 'most foul, violently disturbed people in the Marvel universe'. A universe that includes Apocalypse, Mr Sinister, the Brood, Mojo, Ultron, Killgrave, Red Skull, Galactus, etc, etc, etc.
I completely disagree with everything you say. When it comes to Mob Bosses in the MCU I don't recall Kingpin engaging in human sacrifice or trying to murder his child, both things the Pride very specifically did. Both of those things are vile. Basically, they're a group of violent sociopaths with a huge amount of power. Comparing them to Mojo is, quite frankly, stupid because they're much worse then he is. Galactus isn't even evil, he's basically forced to do what he does and even then a good herald can help make him less destructive.
Kilgrave himself has almost certainly killed and messed with less people then the Pride, and honestly as bad as he is any individual member of the Pride has probably done just as bad things as he has. Which isn't to take away from how much of a vile villain Kilgrave is, it just shows how bad the Pride are.
In the end, the Pride was trying to kill their kids after the kids saw the human sacrifice. maybe not right after, I think the original plan was to wipe the memory from their minds, but with the possible exception of Molly (because of her age) and one other person (which I won't mention because its a huge spoiler) within a few issues it was obvious that killing the kids was basically the goal. Now, brainwashing might still have been on the table, but they'd have killed their kids in a second with absolutely no hesitation at basically any point. At best, they wanted the kids brainwashed (probably to either sacrifice them eventually or brainwash them into mindless lackeys, they sure as hell didn't care about them in any normal way). But mostly they just wanted to stop the kids by any means necessary. Since every member of the Pride is a violent sociopath, killing the kids was the most likely outcome if they had managed to catch them.
The Pride is a foul group of villains. If you don't try to hyperbolically compare them to Galactus or sentient genocide machines like Ultron, they're some of the most vile villains of the MCU. They were both as immoral then people like Kilgrave and more dangerous then him or people like Red Skull (even including Skull's time as a powerful telepath, although I suppose the Pride not being Nazis gives them the only bit of moral high ground they ever had when it comes to comparing them to other villains, although would be surprised if they had worked with Nazis at some point).
To show any shade of gray about them is an insult. Its almost as bad as, for example, trying to pretend HYDRA is anything but literal Nazi's with a name change to avoid censorship in countries that don't allow Nazis in stories. Sometimes shit isn't gray, its black and white. The Pride are violent, sociopathic villains with no morals or anything approaching humanity. That's not a bad thing to have in a story. I like a complex villain, but sometimes bad guys can just be evil. Heck, a character can be irredeemably evil and still complex.