Jmare007
pico pal q lee
Because ultimately that can damage up and coming faces. Plus it's more difficult to get parents to buy their kids merchandise for a guy that does terrible shyt.
It's why you're unlikely to see a bunch Braun Strowman merchandise anytime soon.
I don't buy this argument. Heels that get cheered ultimately can sell a fukk ton of merchandise too if they push his stuff the right way. WWE's audience is mostly adults anyway, the myth that merch numbers are run by kids or what parents buy them is

Braun doesn't sell much because he doesn't have any decent merch items at all yet. If he had 1 item worth a damn and WWE pushed it, it would probably start selling a lot.
Regarding the "damaging the face" argument, that I can agree with. But not because a popular heel is a bad thing, but because WWE's booking is so fukking atrocious that it's hard to picture them putting faces in a position were they come out looking good against a bad guy that gets cheered.