#1 Ambrose was disgusted by a heel promo that was pitched to him
Ambrose turned heel on the same night Roman Reigns left WWE to resume his battle with leukemia. Vince convinced Ambrose to mock Reigns' leukemia in a promo to get heel heat. Ambrose wasn't comfortable doing the promo, but went along with it. He added that he was asked to use a line that could've resulted in a PR disaster for WWE, and he decided against it.
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Making fun of a life-threatening disease has never sat well with the WWE Universe. It does give incredible heel heat to the villain, but it's not the kind of heat one would want. Years later, fans still cringe when they talk about Randy Orton or Batista mocking Eddie Guerrero's death.
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A near-fatal disease isn't something that should be ever made a part of a storyline. A better idea would have been for Ambrose to target Rollins, with a line thrown in about Reigns not being there to intervene and save him.