Performers need to act like heels and crowds need to boo heels instead of applauding or booing as if they're judging a talent contest.
The notion that there's "no faces or heels, just shades of grey!" WWE has just makes the actions, and thus the reactions to those actions, that much more ambiguous and tepid and lukewarm.
Yes although i do think you can have tweeners or more complicated positioning. BUT at some point they have to be booked to be over or not.
Owens is over, and you'll have a real trouble stopping those smarks to cheer, except by making him absolutely not interesting, which is hurting the product in the end. To me he should be booked as a negative Cena. Which is what they probably tried to do at first against him.
Cena is the perfect heel cause he's loved by all the girls and kids.
Owens should be the perfect face cause he's hated by them. He should also be booked as a no good for business underdog, cause fuck.. that's exactly what he is. Vince McMahon should bury him violently, telling him he's not in shape and guys like him will never be on top, then Owens should say "well fuck it" and destroy systematically every "pretty face" till he's on top.