I don't buy it. Unless the argument is that booking has absolutely nothing to with it and wrestler alignment has been completely re-classified to simply be defined as...
Face = Guy the crowd cheers for
Heel = Guy the crowd boos
I would argue that by definition a Heel is someone who is villainous in nature, and this can be reflected through his actions, such as cheating, insulting the fans, sneak attacks on other wrestlers and a myriad of other actions.
Fans generally want to see the heel get his comeuppance, and that eventually should come. By this new definition, Roman has been a heel since at least Royal Rumble 2015. We are still seemingly waiting on his comeuppance.
There is also the general idea that you send the fans home happy from your biggest event. We spent the first 30+ years of Wrestlemania's with the face winning 90% of the time and now we go back-to-back (to back?) heels with Reigns the past two years (and Rollins before that).
I mean, by their definition, X-Pac was a great heel and the reactions he was getting were excellent, when most people would classify X-Pac Heat as a bad thing.
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