His Heel run was brought on by the mixed reaction he got from WWE Fans between his summerslam 02 match and his return in feb '03 at no way out, when he defeated Hulk Hogan in a Wrestlemania X8 rematch acting as Mr. McMahon's "special representative". The Heel run was brought into full gear after this intro the next night on RAW by a battered and bruised Eric Bischoff, and proceeded to run down the crowd and cut an epic heel promo.