In some cases, it's really cringe-worthy. In others, it works well in more of anthropological exploring-alternative-cultures way. It depends on the writer. Patricia Briggs has some good books in the genre. The Mercy Thompson books (starting with Moon Called are more urban fantasy with a romance side plot; her Alpha and Omega series (starts with a short story, "Alpha and Omega", and continues in a novel, Cry Wolf) is more romance with an urban fantasy side plot.