Look at the current HBK/Orton fued. Orton has been made to look like a bitch. He either cheats, wins by interference, or gets a super kick. He is supposed to be a dominat heel champ, however, the dominant heel champ doesn't exist anymore.
They should at least have Orton pound a jobber at some point. The thing is, the WWE almost never wants its heels to go over their faces cleanly anymore.
Also, whens the last time we have seen Super Crazy Nunzio or Duggan. What like three times a year? These are the guy who should be getting throttled by the heels. Heels are supposed to go into the PPV looking dominant to make us doubt that the face can overcome the odds. That means beating people decisively and cleanly every now and then.
The current formula consists of the heel being all sneaky, cheating, getting pounded by the face, then losing or getting DQed at the PPV.