What Borat accomplished was holding a light across America's xenophobia, and highlight an exaggerated immigrants struggles. What Bruno did, was find a way to make arbitrary racist remarks and very crude jokes. Conceptually it is still brilliant, but in movies its not about potential, but the end result. It was more shock than humor, as it did not overcome to teach people about homophobia, but alas gave into the pool of coarse stereotypes and never built upon it.