I love that he's a still a heel. It's his natural persona. And there's 100 faces in WWE right now. Rollins could be more aggressive though. We already have coward Owens and Miz. Why have 3 of the top 4 heels be cowards?
The reason all the heels have to be cowards is cause they're hamstrung by some of the rules that make the shows family friendly. The only thing these guys can do regularly to draw heat is deprive the fans of the fight they want. I'm not saying this as an anti PG argument, just think WWE could attempt to push the envelope a little to find other ways for their heels to get heat.
Jericho proves you can still be a legit heel. Rusev just crushes.
Being a coward heel is just bad writing, plain and simple.
Also, are they going to do something to turn Charlotte face?