There seems to be a lack of denial pervading the land of WWE. That is of course a very good thing, but it is odd. The new catchphrase in town, as bestowed upon WWE World Heavyweight Champion Roman Reigns, says it all.

“I’m not a good guy, I’m not a bad guy. I’m THE guy.”

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Yes, it does lay it on a bit thick, but it makes the needed point. The good guy/bad guy part has to be nixed before it starts sounding incredibly corny. It’s bordering on being annoying more than it gives off the feeling that he doesn’t care. He is going to start sounding like he cares too much.

That’s not the point here. WWE has found themselves in a very unique situation with Reigns. He’s really good. It’s a fact. The crowd is happy to boo him and ready to cheer him. And WWE can use that to their advantage.

Reigns’ first challenger is the very popular AJ Styles. The fans in attendance will be solidly behind The Phenomenal One. Reigns will play the heel in this match and he will do it well. Chicago will eat him alive and he will revel in the hatred.

It will happen again when he takes on Dean Ambrose, Sami Zayn or even bad guys like Kevin Owens. Reigns will get a favorable response taking on guys like The Miz, Ryback, Sheamus, Rusev and the like. And as long as WWE stays the course and has Reigns continue to simply not care about anything, he can truly be One Versus All. He’ll be cheered against the bad guys, he’ll be booed or get 50-50 reactions against the good guys, and it will be good. And he can be the champion for a very long time.

The biggest, most important part is that he must be consistently inconsistent. John Cena acknowledges the jeers but brushes them off. He doesn’t embrace them or rail against how he’s being abused for just being himself. Cena doesn’t even roll with it. No, it’s far worse. He, more specifically the company, treat it like a joke. If the crowd is mostly anti-Cena tonight, have him joke about it! If the crowd is mostly pro-Cena tonight, have him act surprised that they aren’t more hostile!

It’s ridiculous. For Reigns to be WWE’s biggest star, he has to play to what he’s given. If most of the crowd is booing, then forget about them all. It’s about him, not them. Cena does it for his fans and is happy to get whatever response he gets, and that’s why he is so polarizing. It may work well for WWE’s business, but it’s boring and insulting.

WWE has the chance to make Roman Reigns the most unique superstar of all time, but is it something they are willing to attempt?