WWE doesn't book heels correctly. They make it look like they only win by cheating. Don't get me wrong, it should happen most of the time but then you get a heel who is going to face, let's say, Sheamus, on a PPV, he hasn't beaten anyone who's credible lately, am I supposed to believe he'll beat Sheamus (who's booked strong) at the PPV? No. Unless they change the way they book heels there's not much use in pushing any new ones that hard.