Even though I've said many times before that "they are doing X with Braun now and will squander his momentum", somehow it never happened. He always managed to stay really over with the crowd no matter what he did - after losing his undefeated streak way back, after having his first feud with Roman reach no conclusion, after losing to one Brock F5, etc. And to WWE's credit, they have stayed on him consistently and kept giving him cool monster moments that get him big pops. I thought they did the right thing by turning him babyface earlier this year.
But now he's back to being heel, presumably because Roman needs a big opponent, and aligned himself with Zigler, Mcintyre, and Kevin Owens, the very guy he was destroying a month ago (what?). It seemed like a forgone conclusion that Braun Strowman was well on his way to becoming one of their biggest babyface stars. Now they've pulled the plug on that one, and once again I gotta ask if this is the thing that derails Braun's momentum and we end up writing it off as another WWE fuckup.
It's weird because his push has been more or less consistent as fuck for a long time; they have given him big wins like the Greatest Royal Rumble and Money in the Bank, and it has actually clicked with fans and they haven't turned on him. And yet at the same time not even he has been able to break through the "Roman/Lesnar ceiling" and become a true top guy. It will be incredibly frustrating if they turn everyone heel except Roman because they are still clinging to... whatever it is that they want Roman to be. I don't know what it is anymore.
They booked Braun to involve himself in the main event of Summerslam to prevent fans from absolutely shitting on Roman vs Brock. They followed that up by turning the dude heel. What?