Bobby Roode
During his time in NXT, Bobby Roode played a cocky heel character who thinks too highly of himself. Everyone sings along during his entrance, but he was a detestable heel and makes you wanna hate him. He cut many good promos in NXT and made everyone believe that he will succeed in the main roster.
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Then......he arrived on the main roster. Having someone with a character like Roode as a babyface will always be a bad idea. If you take his entrance music and entrance aside, Bobby Roode as a babyface feels like your generic WWE good guy. It's just so hard to buy into a guy with a heelish character as a babyface. And there were so many opportunities to turn him heel too.
One such opportunity was at WrestleMania 34. Roode lost his US Title to Randy Orton at Fastlane and attacked him after the match. People wanted Rusev to win the US Championship at WrestleMania. Imagine the heat Roode would have gotten if he just hit Rusev with a chair and pin him to win the US Championship. That would have been a great way to turn heel. But it didn't happen. Instead, they had Jinder Mahal win the US Championship, only to lose it after appearing on RAW. Bobby Roode is directionless and instead of continuing his feud with Mojo Rowley, have him turn heel. Roode would be a valuable asset to Monday Night RAW as a heel. The way he is now, he is just kind of there. Roode wishes he was on SmackDown right now.