Kayfabe is long, long dead, and this is just more proof of that. What it means to be a heel has faded away, even, and I think a lot of guys are forgetting what it means. Heels aren't supposed to sign autographs, push their merch, try to draw any kind of sympathy. A heel supporting breast cancer awareness month is asking for cheers. You want to know why wrestling sucks nowadays? Look no further than this glaring example. Kind of hard to draw money to shows when you have no clearcut good and evil; just boring shades of gray. That's why UFC sells today, because the fans care and are invested in the fighters and who wins. They identify with one of them more than the other, they pick a guy and they root for him. I honestly just think it's WWE's lack of booking credible faces and heels that has the company on the ropes, pun partly intended.
This is why guys like Eddie Kingston, to name one, are so good. They're true heels when they are allowed to be, and they go the full nine. It makes their work much more watchable, as it makes even the most pathetic babyface look like a goddamn hero.