I really don't think he is committed to his heel role.
He plays to the crowd entirely too much.
I don't see how the character (in a 'regular guy' era of non-characters) makes it to this point of he's not committed.
The entrance itself wins the crowd. It has that Undertaker type of appeal where its probably leading to ticket sales because people want to see it in person. I don't know if the city call out was entirely necessary, but like @bravaDo said, I've never taken much of an issue with Bray rallying the crowd because he's been telling people to follow him since day 1. I don't think it'd really hindered his storylines to this point.
Aside from being ultra talented, I think Bry was a great foe for Bray for a few reasons. One, he's one of the few guys they have that even smarks like more than Bray. Two, the storyline was compelling. And lastly, he was allowed to look vulnerable against Bray and susceptible to his influence. They took that storyline beyond Bray's words. When I bring up Cena, I'm not actually blaming Cena himself, but the way the company handles him. Bray lost all the big matches in that feud and he's supposed to look somewhat invincible. What gives?