I see your point about "shock" and "fresh" and I wouldn't mind seeing Rey go as a heel, but it would never work for a couple of reasons:
1) Rey has a big fan base and is one of the very very few guys that still sells tickets. He (and Eddie) bring in the Latino community. You don't want to turn him heel and turn fans away.
2) He would still get cheered, Austi_style. Rey has those "pop" moves, like an RVD, where the fans will always cheer his moves and he will never garner any heat.
3) Rey can't work the mic. All the great heels need to talk. Talking is an important part in getting the people to hate you.
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