“If you believe what you believe, and you’re saying, ‘How can they not turn him heel? There is 70 percent of the crowd booing him out of the building!’ If that’s your belief, then isn’t he already the biggest heel we have? If 70 percent of that crowd is booing him, then he’s a heel. We’re just presenting him to you in a different way that makes you hate him.”
that is classic bs.
if he truly was a heel, he'd ACTUALLY be doing bad things, instead of being PRESENTED as a babyface.
if YOU(WWE) are presenting him WEEKLY as a face, then he's not a heel.
have him ACTUALLY do heelish things.