T'Challa Trillmonger
All Star
I get that they wanted to introduce his demon side during this big debut he is having, but they should have made a big deal about why he turns into Demon King. Like he gets pushed into that place easy and have Seth do things to bring that side it. What they did was just "Oh, btw sometimes Finn puts on makeup. Let's show these cool promo videos, and have him do the special entrance, BUT NOT EXPLAIN WHY HE'S CHOSEN TO TRANSFORM AT THIS TIME." I mean if they are trying to convey that he does this for big matches to help him win, why shouldn't he just stay as Demon King all the time and never lose?
Make that gimmick something Finn doesn't want to turn into, even though it helps him. Make storylines around heels pushing his buttons and forcing him to be it when he doesn't want to. Have the heels pay for prodding it out of him. It's simple.
you're 100% right
they could still go that route down the line - have him win as demon here and there and start using it more ; frequency causes an identity split which leads him to try to suppress it, leading to what you suggested
there is a couple of ways they could go with balor as a character ... he still has a built in heel turn with the reformation of the balor club as well as a built in heel turn with him eventually "embracing the demon" after going thru the arc of suppressing it
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