Originally Posted by FMKK:
“The problem with modern heels I feel is threefold; firstly they aren't allowed to do anything bad, secondly there are no well developed stories that actually establishes them as bad guys and finally, so many of them aren't committed to being heels but are very nudge nudge, wink wink about it. That also translates into how they wrestle as well. For example, Seth Rollins is supposed to be a bad guy but his matches have loads of flips and high flying moves that by design, get cheers from an audience.”
I remember reading - who knows how true it was - that Vince believes there are no more babyfaces or heels in wrestling. The way they've developed the wrestlers since probably as far back as 1997 would substantiate it.
That's still a questionable statement because John Cena, for example, has been even more calculatingly protected as a 'hero' since at least 2007. Kalisto, AJ Styles and Neville are pure babyfaces. For nearly everybody else the lines are very blurred. They did try to get Roman Reigns over in the 'hero to the kids' mould before they gave up and had him destroy Triple H. Fan favourites Lesnar, Ambrose, The Undertaker, Kane, Jericho, Show, Orton and even Ziggler are either bordering on or well over the line of being tweener when you look are their actions in since their last face turn.
Still, they've tried to establish some guys as pure heel within the narrative. For example, Owens, arguably the most committed at working the heel persona, has tried to injure people using the ring apron after a match has ended. The Wyatt Family abduct wrestlers and claim to being truly evil (then again, so did Kaientai

). Sheamus has claimed himself to ending Bryan's career and Del Rio ruthlessly kicked the shit of a post concussion Ziggler. Rollins joined The Authority and fast tracked to the world title.
Generally, a lot of lazy storytelling and no idea on how to actually do this PG Attitude version of tweenerville.