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Stables are a far better fit for heels, and quite honestly, there's no face right now who screams stable leader to me in the WWE.
As for the idea that a lot of great face wrestlers/stables have gotten over first by being heels, I think it has less to do with the fact that they were heels first, and more to do with the fact that heels tend to be more well defined characters than faces, especially in the midcard. Heels tend to have some sort of defining "edge" that makes people hate them (cocky heel, monster heel, cowardly heel, etc etc), and even then, each performer has some sort of riff on that. Face, especially in the WWE, and especially first time face runs in the midcard, just tend to be "good guys."
Its harder to get behind someone without much of a hook...when the heels turn, they riff on their heel character and still have that edge about them. But the faces, well, they never had as much character to stand on.
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