The man in the story is not a very likeable character. He's pretty much a loner, ignores the advice of his elders, isn't good at thinking, and has no love for dogs.
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I don't think I would have enjoyed the story any more if the man were nicer. I think the point of London's stories was to point out the limitations and frailties of man as a species. Man believes he can control nature, beat her when he puts his "superior" brain to work. Part of the enjoyment is to see man put in his place by the awesome force of nature when he disrespects her.