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He was floundering in obscurity as a heel for years. He started doing Z: TLIS and he got a huge following and got a push from it. If he turns heel again, he would instantly be used as fodder. The man can't really act. His promos aren't that great but his dorky persona kinda helps him out. If he turns heel he becomes that pre-internet sensation Zack Ryder once the "heel turn shock" wears off.
A face underdog has a hard enough time staying over in WWE because of the temptation to just job them to the real stars. Turn that underdog heel and the chances cut drastically. You've got a guy Vince doesn't see as a star AND the crowd isn't really on the guys' side anymore to twist his arm. He becomes Curt Hawkins in no time.
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