yeah that was my issue. They started the TNA vs. NXT feud. Face/Heel out the window, Name on the front of the jersey more important than the name on the back.
This is old school storytelling. Like when smoking mountain wrestling would invade WCW and even though they were heels in SMW, they’d be baby faces in WCW because WCW wanted to keep their heels the heels and that’s the same thing NXT are doing here where they want Dark State to be the obvious heels.
Also, as far as the brand thing goes, it’s also similar to when all the WWF guys were baby faces because of the invasion even when they were heels when facing other WWF members like Chris Jericho never stopped being a heel in general, but he would be a baby face when he was teaming with other WWF guys.