It seems crazy they would 'reboot' Emma like this, fuck knows where it will lead.
WWE's big problem is they can't write for shit. The faces they 'create' are boring as all fuck and likely more controlled so it makes that aspect of the product seem stagnant and boring. Then people like AJ come along who can't help but be entertaining in the ring, or with how entertaining The Miz, Owens, Jericho etc have been in general lately, it is no wonder they get over. They are the only really entertaining people on the show.
I find it hard to sit back and criticize someone like Kevin Owens for being an actually entertaining part of the show instead of being a heel proper, because even if he was doing normal heel shit, it wouldn't get over because nobody gives a shit about the boring, soulless faces in the first place and I really doubt being a 'normal' heel would generate any heat for someone like Reigns anyway. And they botched the shit out of Rollins returning so nobody cares he is a face for some reason now.
It is a bit of a predicament.