Re: What should have happened
For one, I think they're not making him a conventional heel. Instead of making him a monster heel, he's simply just extremely pissed off that Cena doesn't help him.
He doesn't want revenge, he wants to be equal. I think that they'll just put him back to a face after feuding with Cena, when they have a big apology or whatever, because he hasn't really done anything WRONG.