#2 Interesting character
It's probably just preaching to the choir at this point, but Orton is one of the best heels out there. He's just so much more interesting when he's evil. After all, it's hard to buy a 6 foot dude with so many muscles and skull tattoos as the underdog in danger.
Ever since turning to the dark side, Randy Orton is the most interesting he's been in a while. He stuck his fingers in Jeff Hardy's ears, nearly broke Tye Dillinger's finger, and unmasked Rey Mysterio. He's a real sick and twisted guy.
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Right now, Orton's character is basically "I'm really mean to people other people like", and while that works and is surprisingly one of the most interesting characters on SmackDown, it could be so much better. Imagine The Viper, ever so cunning and dangerous, planning to destroy the WWE Champion. There's no one more loved by the fans than the champion.
If Orton would do such vile and cruel things to become a champion, imagine what he would do to remain a champion.