I'm sort of torn on the subject but I get what JR is saying. The biggest heel in the company right now is Haitch, by far. He does/says exactly what you want to hear in order to hate him. The biggest pops against a heel in the past year was him getting TKO'd by Big Show (of all people) and catching that running knee from Bryan. He brings out that true smug/@sshole personality. I don't think you need a guy playing the coward /cheating angle just to generate him as heel (unless it actually suits his character ie: Dean Ambrose being a slimeball/sleezy heel trying to win any way he can.) It needs to flow through their persona first.
Everyone else right now borders tweener. They rarely ever go directly at the fans/cities they are in to generate any heat (some may call it cheap heat, but whatever.) You got Shield/Wyatts getting mixed reactions from the jump, depending on who they are attacking of course. That shouldn't be. The heels are booked to have face-like agendas too: Shield with the injustice, Wyatts with essentially letting yourself free,you got Cesaro with probably the most face-like move imaginable as it's funny/entertaining and respectable given the strength involved.
But then I think, is it really a lack of a real heel, or the lack of true beloved babyfaces (that aren't cheesy) that unite smarks and marks together
Outside of Triple H, I can't even think who generates pure heel heat. Lesnar I think is #2 now given that he broke that silly Streak (

). Outside of that? Maybe Miz could be #3 since everyone seems to hate that fukk