The series got immeasurably better when Riker grew his beard, but his character starts to get increasingly dubious. Give him time.
Edit:
The series still basically treats him like the embodiment of manly manliness, though. After all, Gene Roddenberry intended him to be Kirk's spiritual successor in that regard. But every so often, a character will actually call him out on his skeeziness.
Edit the second: see also:
http://www.youtube.com/watch?v=CJvpA34eIn4