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Yeah, that's what I was getting at, it'd be way harder to make Mark the heel out of the two. Another idea could be Mark becoming number one contender, both of the brothers still being face, then Jay turns on him. Something along those lines.
I see Jay being the heel way easier than Mark. Jay lets the title go to his head, starts treating Mark like shit and the crowd ends up cheering Mark when he attacks his brother and then we get a title match.