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#1 Vince McMahon and Paul Heyman are waiting for the right moment
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This brings us to the most logical reason why Seth Rollins isn't turning heel at the moment. Vince McMahon and Paul Heyman could just be waiting for the right time and place to go ahead with the swerve.
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At this point in time, almost everybody in the WWE Universe thinks that Rollins' heel turn is inevitable and that significantly reduces the shock value of the event, when it does happen.
Therefore, Vince and Paul might want to turn Rollins into a bad guy when nobody sees it coming. As that would make people talk, just like Finn Balor's unexpected heel turn did.
Nevertheless, this heel turn has been coming for a long, long time and to be very honest, The Beastslayer has done most of his best work as a heel.
However, this is all pure speculation and who knows, maybe Heyman just doesn't want Rollins to turn heel just yet.
