Eh, I think it's half and half.Seth hasn't helped himself with real world interviews and tweets, but his booking this year has been absolutely atrocious, to the point where I almost wonder if it's a work. If you were trying to get the fans to genuinely hate someone who they previously liked, not just traditional heel heat where half the crowd think the heel is cool, would you do anything differently?
Rollins is not someone they didn't want on top. He is just guy 1B, and as such is afforded "commodities" that Reigns isn't afforded, such as heel turns when he gets too stale.
That said, as guy 1B, is also granted embarassments that Reigns would never see, like cowering in fear and screaming like a babygirl in front of an opponent.
If WWE didn't have this weird obession with their top face being an uncharismatic, unlikeable, corny propaganda machine, I would think that they intentionally sabotaged Rollins. But as it is, even Reigns got bad scripts and horrible feuds; it's just that they don't want anybody to have too much momentum.