It's a thing nobody has

Roman Reigns is big and acts nice to faces and beats up heels so we cheer for him.

Rusev is mean to faces so we boo him. He no longer even has his Russia thing, he's just a heel for no real reason.

Literally 90% of the roster is good because they fight heels and bad because the fight faces.

Kevin Owens is kind of the only heel who really acts like an old school heel and no surprise he gets actual heat. My girlfriend HATES Kevin Owens. When he threw the flowers in that Japan match for the NXT title she was done with him and despises seeing him on screen. From such a simple activity.