If Rollins is regularly taking ass whuppings on National TV, there is no need to wait for a payoff. The fans who hate him get catharsis every RAW; the fans who like him tune out because he looks like shit. The championship is devalued, no one cares about it because no one believes the guy with it can beat anyone.
HHH is the perfect way (well, maybe a little too long) to book a modern heel who isn't a monster. Or Kurt Angle, who also won his first World Title in a triple threat. Make the contender good guys look good, find a way to steal a match at the end. Make the midcard guys look good, win clean at the end. Drop an occasional tag fall if distracted, double teamed, or clobbered with a foreign device.
Whenever I saw Flair on TV in WWF, he was kicking the snot out of babyface Rowdy Roddy Piper for 15 minutes. He won the Royal Rumble fair and square. And he fucked Miss Elizabeth in a storyline. That's how you build heat.