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I mean, IMHO, he hasn't even reached his full potential as a heel just yet. He's indeed a character that the fans will get behind as a "good guy" because he just has "IT" and is just downright entertaining, but WWE has a way of turning all their babyfaces into happy go-lucking teddybears, which will strip Sandow of EVERYTHING the fans love him for.

Another thing, once he SUCCESSFULLY cashes in his MITB, down the line I wanted to see the continuation of his feud with Cody, who's receiving quite the push at the moment. With the World Title involved, WWE could create two, legit, new main event stars with a backstory that's ALREADY THERE.
 

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He has big potential as a babyface. A feud with Del Rio will get anyone over as a babyface right now but Sandow can not let himself turn into the happy-go-lucky teddybear as you rightfully say.

His character is not inherently evil, he just believes himself superior. If he uses his intellect to call out heels on their heel behaviour and also generally act in a noble way (like he already claims to) then he is enough of a babyface. He should continue to insult the audience however, the unwashed masses don't mind being called as such. In fact if when they cheer him for something he yells "SILENCE!" they will just love him more for it. Like Daniel Bryan yelling "NO!".

I think a Sandow face turn can work because I feel they have done it successfully with Daniel Bryan and CM Punk. Both of them have stayed edgy. Bryan still cares far more about wrestling than doing what's best for business or the fans or conforming to anything. Punk has vowed to do things to Paul Heyman that he doesn't think the people will be ready for, he's not above a low blow or a sneak attack. They don't act like Teddybears, although many faces do. Neither are Stone Cold Steve Austin but this is the PG Era, not the attitude era, we must come to terms with that. Sandow as a face or a heel is still PG, he would have been awesome in attitude but that ship has sailed.
 

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I would typically say no to a promising heel turning face, like Cody Rhodes, but Sandow needs a change of pace. The gimmick he has now isn't the sort of thing that's going to take him to the main event but tweaking it while letting him stay funny without pandering could be a step in the ring direction. He isn't getting a ton of heat because people like the guy so they may as well capitalize on that for a while before actually giving fans a reason to boo him.
 
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