I loved this movie. I didn't find its masquerading as a horror movie to be misrepresentation but rather misdirection. Like how Psycho starts out as a sort of seedy love story and then takes a left turn into horror territory. This movie starts out as a horror movie and then becomes something else entirely.
Jessica Biel was very good, as was Stephen McHattie. I'd recommend this to anyone, not just horror movie fans. If you like movies with a lot of twists and turns, you can't go wrong with this one.