I don't know exactly what brand he's on and how this works - haven't looked really - but...
-Even if this whole Roman as a face thing is one big work, they don't have enough heels to fill 2 PPV cards. Not even close. And very few things have the ability to get interest faster than Roman joining the dark side
-If Meltzer is to be believed Vince is furious about this, and is happy to put Rollins and Styles ahead of Roman on the totem pole. This allows kinda gets the "Cena will never turn heel" stigma off him.
-Unlike Cena, Roman is not a draw in any way. Not house shows, not merch, not buyrates. If they're serious about this top face run, why?
-The argument of "Yeah but we'd all cheer the face turn so much!" doesn't matter so much now, because after this selfish wellness violation the levels of "Fuck this guy" is off the charts, plus with Ambrose and Rollins there there's so many ways to get massive heat on Roman at the same time
-and in storyline Roman's frustration has to be off the charts right now with him gone and Rollins poking fun at him every week and...
Definitely believe Roman CAN draw as a face but he damn sure isn't. I guess nothing will draw as much heat in 2016 than the current overpushed Roman, but now's the time to pull the trigger