Yeah this is pretty much a rape based brothel. Don't see how the dollhouse (as presented) could NOT be evil. It could have had a fundamentally different "Molly Millions" style premise where people have their own personality in between assignments and consent to imprints on a case by case basis - with full right to refuse an assignment, though maybe with serious financial penalties for refusing too often. But that would be a different show than (from what I can tell ) was ever contemplated. It was always about consent (at best) being given one time, and then personality erased so there was no chance of withdrawing consent. And from some of the interviews given, it seems like the idea of people like Sierra who were kidnapped into it, who did NOT accept was there from the beginning.
Anyway, in fairness to JOss, I got the impressiont that the dollhouse being "good" was never contemplated. At the beginning it was supposed to be the seamy evil secret underside of an otherwise good corporation. Don't know if that would have been particularly interesting or not. So the dollhouse itself was supposed to always be evil.