It's so odd that all of the "smarks" want him to be heel when...
1. He was already heel (a monster heel) and was cheered as a heel, thus they turned him and the rest of The Shield face.
2. If he becomes heel again, he'll feud with the top face (Cena) and guess what? He'll be cheered again. If he were to become some monster heel again, he'd still be cheered.
It's like, they constantly want the top face to turn heel. If all of the faces turn heel, then who do you WANT to be the face? Roman's not going to become Cena. He's already Cena because no one knows what the hell they want him to be and claim that he sucks, but get invested into every match. If you're Vince, you've got to be thinking that it doesn't matter either way so long as there's a reaction so fukk it. Let the kid make money and sell merch while he can.