But you have to give him something to overcome. Orton didn't have to overcome anything in the end as it was a walk in the park. A hero is only as strong as his villian and if the villian is booked like a joke then it won't mean as much when the hero wins again and again. Wrestling actually needs strong heels and that is where WWE has struggled for so long because they don't know how to let their heels win
Bloefeld actually got the better of Bond for most of the film until Bond hulked up and made his comeback.
Christian played the role of whiny heel, and he did it perfectly.
Cowardly heels always gain more heat than one who is too smart and too bad to lose to anyone. Ric Flair played the cowardly heel, for the most part, until he got the book and the NWA title was full of fuck finishes that ruined most of the faces he was wrestling.
If a heel is constantly in command the whole time, then it leaves the viewer with the thought of "It just doesn't matter, and it is futile". and who wants to watch that? No payoff is worth a heel dominating with dastardly deeds.
Did anyone give a shit when Triple H beat Orton at WM? I for one didn't care, and fell asleep during that match, because winning a match isn't going to overcome some guy beating up you in-laws including your wife.