Aside from the forced assimilation and stripping of one's individuality, the Borg in many ways are quite benevolent. They seek to raise the quaility of life for everyone. They seek to create unity where petty prejudices and ideologies would constantly would tear us apart and destroy us. All resources are allocated equally; there's no miserly minority hording it all for themselves. Every has an equal voice in the collective(let's forget the Queen). No one is disenfranchised or marginalized. No homelessness. No poverty. I can understand why 24th century humans would resist being assimilated because they already most of things. But to me a 21st century human they sound quite appealing. Yes, you lose your autonomy and individuality. But humans have societies where they retained their individuality and stripped of everything else. What good is it to be individual if you have no food or shelter? What good is it to be individual if you have your right abridged and your dignity trampled on? There's something noble about the Borg despite their methods.