The crowd don't know how to react to him because he's a tweener. He buries his own fans, say heelish things, but he's also against other heels.
Tweener can be a really good thing, or really bad for a wrestler depending on how its booked.
I'm pretty sure he got the reaction they wanted him to get at the end of that match. He's slowly becoming more heelish each week because of the jealousy. I wasn't really excited for this match when Hardy won the Bound for Glory series, but I think they've done a good job slowly building it and now I'm actually looking forward to it a little bit.