I say go for it! To me it's like a more intense munich malt with notes of cherry. It's a very nice malt as long as you make sure to balance it properly with your hops, water, and yeast choice.
I know the maltster recommends using it at 100% to get red. I've only used it once at 100%. My current preference is to split it 50/50 with pilsner malt and add a small amount of carafa to get some color back and I still get a great red color.