He could be a FANTASTIC heel if he got marquee victories on Raw. I'm talking against people like Sheamus and Cesaro. His biggest problem right now is that he's stuck with the jobbers (although he's only had 12 matches).
Wouldn't mind him as IC champ. Or maybe he could feud with Sheamus over the US title? I wouldn't mind him slipping up the card a little. He's getting steady heat and reactions and is decent enough in the ring. Agreed, OP.
The WWE needs to stick to a disposition for him. Too many weeks experimenting versus heel and face. One week he's against Titus O'Neil and the next he's doing the guaranteed heel heat technique of boring the crowd.