He's made it clear for a long time now that he wants to be a heel and prefers it to being a face yet WWE refuses to let him turn. Its not like his merch sells like Cena's, i know SD's had a lack of faces for a while but since Del Rio turned face and Christian will most likely return as a face soon it seems Orton could easily turn heel without it affecting the balance of heels and faces. Plus the brand split is over anyways Raw guys show up on SD and SD guys show up on Raw every week.
Yeah Orton gets great pops but he is miles better as a heel. I know most will say "he's not really a face or a heel he doesn't like anyone" but i mean come on he panders to the crowd, and he's only able to feud with heels. So while he has this bad ass i don't like anyone attitude as a face he could really be the true ass hole he is inside as a heel and would make his character alot better. Because as its been said by many wrestlers, the best wrestlers are themselves with the volume turned up.
Listen son, you need a lesson in quality over quantity. Look at pagi's post count to join date, then look at yours. When pagi makes a post, everyone knows it will be big. It's kind of like a Rock appearance. In a lot of ways, pagi is the Rock of this board. You on the other hand, are more like the Funaki of this board.
Because he's the only top face that is consistently and universally cheered, and there's not really anything he could do to turn heel. He's pretty much a watered down version of his 2009 heel character as it is.