They did do that back in the day...social media wasn't around for quick photo circulation.
Talking about lack of commitment to being a heel - you really think Bray isn't committed to that character? This is more about the current structure of the company, where they're more concerned about good natured partnerships, chants (City introduction, Whole World), presentation (camera phone lights entrance) and being relevant socially. Like the fact that these guys have Instagram and Twitter accounts (that they even mention and promote on TV) is ridiculous, but that's the kind of company WWE is now.
This is the kinda stuff Russo was talking about.