Look at the heels they have and how they book them. Now I'm not a fan of how HHH had runs through 2003/2004 where he dominated guys and virtually put no-one over through his own political advantages, but look at how he was as a heel and how he was a legit bad ass. On his own, he could get the job done even if he was with a stable or spent most of his time with stables. When it came to those matches where he was 1 on 1, he would still win them without having to get disqualified or counted out. Such as his matches with HBK, Kevin Nash etc (Have to admit tho, Raw was pretty damn boring for those years but only because the only talent he had to go against was the likes of Steiner/Nash when really he should have put guys like Kane and RVD over instead.
Then look at how they buid heels nowadays, MIZ didn't win any of his matches clean in his reign, Daniel Bryan won most his matches during his reign in the same way. Its been a long time, since WWE have had a legit badass that gets the job done. The way mark henry was booked last year in his title reign, is how you should correctly book certain heels (monsters) They need more heels like that, not cowardly ones like Bryan, Miz, Del Rio etc.
WWE needs to realise that not every heel at a main event level has to be a coward.
I want guys like ziggler to be pushed but guys like him and rhodes (alot down to their build as smaller guys) would just simply become coward main eventers which makes me think whats the point.