#4 Ambrose as a heel character did not seem to work

Dean Ambrose was one of the hottest acts on WWE television back when he was a babyface. His heel turn was absolutely perfect too considering nobody saw it coming on the same night that Roman Reigns relinquished his WWE Universal Championship. It established Dean Ambrose as a disgusting, dastardly figure.
But since then, Ambrose just could not get over as a heel at all. In my opinion, Ambrose's character should have translated perfectly over to the dark side. A lunatic, however lovable he is. is only one step away from heel territory.
However WWE just could not script the right story for him and not surprisingly, his heel run was a complete bust. He would drop the Intercontinental Championship to Lashley when it could have potentially established him as the company's top heel.