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Because that is the structure that wrestling and WWE is built on. By Jordan turning face and getting a push he will have to knock someone else off the ranking and take their spot. Do you want to knock off Sami Sayn the loveable good guy and make him lose to Jordan. Sami has fallen to a random push and would be stuck with nothing to do. So lets say he fights back at Jordan and gets his spot back. Now we have just gone full circle.Like, I can just see them going "alright we're gonna make Jason Jordan Kurt Angles son and he's gonna be moving forward as a babyface" during their meetings
But if they were to keep fighting. Would you really consider both to be good guys? You would pick one or the other to be the more bitter. Problem is the babyfaces do great at events and TV. So when a face starts losing his good guy cred his popularity could fall, like Punk 2014. Sure you get a Neville who does better as a heel. There is plenty of non heel/face matchups out there all the time. But the problem is that doesn't make for regular entertaining material. People want drama and to get that you have to throw some hurdles in each others way. Every story has a good guy and a bad guy because that is where the entertainment comes from.
I love a good ol fashion handshake match but I dont want to see 10 a night. There has to be a clash between the two to make the matches mean something in WWE. It is a TV drama. It just isn't good TV to not have this backlog of plans for making people seem good or bad. It is all about influencing the audience and putting on a show.
Does UFC have good guys and bad guys? You are damn right and that is how they sell all their fights. It is a formula for success and clearly it continues to work.