Now I know this 4 years ago, but it was more than a heel persona, the fans always saw him as another Tanahashi or even worst a wannabe, a laughing stock, and the company betrayed him in a sense, we all know the story now, however, it’s more than just being a heel, it’s years of pent up frustration and bitterness, when you go through stuff like that for a while, you start to stop caring.