WWE turning popular heels into intolerable babyfaces in The PROFESSIONAL WRESTLING Posted January 30, 2014 The biggest thing WWE does to ruin big heels is forcing them to work the same formula match as any other face. They go from dominating one week, to eating 90% of the offense in their first match as a face. Nobody wants to cheer a guy who always gets beat up. Watch Austin's run when he was massively over in 98... He's getting almost 50% of the offense in his matches, and probably the majority of the offense in some (like the Foley matches). People want to cheer for guys who can kick ass, not someone who's gonna be selling 90% of the match against David Otunga. I guarantee Roman's heat will dwindle if he starts being on the receiving end of a lot of "chinlock, elbow, elbow, hair pull, chinlock" spots.