>The only bad guy who can actually pull off being a bad guy is
>Big Show.

No. This is nothing more than the 'Austin/Rock/NWO effect'.

All three were pretty hard boiled heels, and yet elicited cheers from a good portion of the crowd during those runs. The lines between good guys and bad guys are blurred. The pro wrestling-as-morality play days are over and have been for years.

Punk gets boo'd mercilessly, and when the cheers come he says some shit that drowns it out. There is an art to the heel who is a heel simply because he speaks the truth; just watch Skyfall. Nothing burns people up more than someone who is saying something they don't like because it's true. Bret Hart did it to perfection and had the perfect foils for that phase in Austin and HBK.

Ziggler is appreciated because he's flat out amazing in the ring. Bryan is a face and has been since Mania. The crowd loves him and he, if anything, could be labeled an 'anti-heel'. He's actually a very interesting character for that reason. These lines being blurred are a great thing, because it draws the fans into a greater level of interaction because they aren't all in love with the same performers. Let's Go Cena! Cena Sucks! is a prime example of that.

Basically you seem to be calling for the heel/face status quo of a bygone era, and that's really not a good thing. Ratings will need a new breakout mainstream star on a massive level. Hogan, Rock, Austin, NWO, these things are lightning in a bottle. These characters though, the ones you mentioned, are great. They really are. Sure, Big Show is good at being a classic heel, but people just don't give a rats when he's on screen.