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I don't think he wants to. He seems to really enjoy the make a wish stuff and now he is getting movie roles and bits on SNL. He probably doesn't want to rock the boat by going full on heel.
Couple that with the fact that he has won over so many of the hardcore fans by having so great matches recently, he probably doesn't see a need to rock the boat.
As you say, he can always play heel in a match if the situation calls for it.
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