Roman's tone and inflection is entirely different from how he has been talking in the leadup to his title victory. They're not turning him heel- He's going the Cena "Cheer me or boo me, at least I'm getting a reaction" route.
It was a really bad idea to bring these jobbers out during this promo. Roman's finally kinda sliding into a new role. He doesn't need to be paired with these clowns and put back on the clear babyface side of a confrontation.