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The heel turn was definitely predictable, but just like with Colin Delaney there was only so far you could've gone with Ellsworth as a face. He got his contract and you're never going to present him as an actual wrestler who will beat people decisively, so you turn him into a twerpy little heel you want to see get his ass kicked. Being good at getting his ass kicked is how he got signed in the first place.
The only problem was when Delaney went heel they didn't follow up with it at all. The crowd at The Bash 2008 didn't react to Delaney's heel turn at all because most of the audience didn't watch WWECW, but it caused WWE to just completely drop it and release him soon thereafter. More people are aware of Ellsworth so there's reason to believe they'll actually go somewhere with it. Also since they're actually affiliating Ellsworth with somebody he can get more mileage out of being a goofy sidekick.
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