WWE clearly cares about getting Roman more heat. If they didn't, why would he be defending his belt against a guy who's coming off a feud based on how much everyone loves and keeps chanting for him?
I'm not backstage. I don't know about merch sales or how well old PPVs did and don't think this had much to do with the insanely good Mania buy rate and 90,000+ tickets sold. Mania sells itself, but certain some tickets were sold to boo Roman... But with the Cena era, there were MANY matches that felt white hot because we hate Cena so much. Without all of Cena's heat, Punk/Bryan/Lesnar/Rock/so many others wouldn't have had the sometimes white-hot feuds they had.... We were invested, and being the opposite of this ultra-corporate dickbag gave you lots of star power.
The thing is... I'm not sure if it's the same with Reigns. Ya know?
EDIT: An old wrestling promoter once said that he ran a poll to ask the fans which wrestlers they'd want to see fight. Whenever they booked that fight, it never drew as well as face vs heel does. If we always get what we want, we wind up not wanting it. Not an IWC thing, this goes back to the territory days.
And maybe pushing one of the very few that we don't like who can feud with so many that we do may be the best idea after all? (If it didn't coincide with the worst run of ratings ever)