Well it seems like he's going to be in the US Title picture going forward. No heel turn though - sure they'll try to get fans back on his side by making him go up against a heel that isn't American.
Good spot for Rusev as well, going against someone that's been main eventing. Probably won't be long until they push Rusev into the main event and this should help elevate the US title.
Roman Reigns winning the US Title from Rusev is WWE's way of keeping Reigns "busy" and out of the Universal title picture for the next little while. As reported before, the company is still trying to get the fans behind Reigns in order to build him as the top star and the feeling is that by using Rusev as the "foreign menace", fans will ultimately decide to like Reigns as they head into what will be the third WrestleMania cycle of pushing his character.
Won't work. He can't feud with Rusev forever and the moment he goes against someone else fans will be back to booing because of how he's booked. Although dropping him from the main event might actually help his case a bit. Personally still prefer the heel route first. Fans will get bored of booing him eventually when he's an actual heel and then could have a huge face turn. And if they don't get bored of booing him, then you have a huge heel character.
You'd think after 40 years of this shit, WWE would have realised the fans don't hate foreign people as much as Vince does.
I still think Reigns can be a big star; but they need to turn him heel. It worked for The Rock.

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You'd think after 40 years of this shit, WWE would have realised the fans don't hate foreign people as much as Vince does.
I still think Reigns can be a big star; but they need to turn him heel. It worked for The Rock.
And considering their fan base is global, I'd say a pretty high percentage of their fans are classed as foreign. Both of us are and it gives us no reason to hate on Rusev purely because he's not American. They seem to only care what the fans in attendance think, never mind that they make money from people elsewhere. But yeah... you'd think that Cesaro is a fine example of that, since fans in attendance love him despite being foreign.
Turning Reigns heel would work though. You mentioned The Rock. There was also Cena who was a heel before becoming the face of the company and it was great with fans really buying into him when he then turned face again. They have proof that it can work, just don't seem to want to do it with Reigns, even though everyone outside the company can see that it would be the best thing for him at this time.
Roman Reigns is returning this weekend at Battleground. On Smackdown last night, he was drafted to stay on Raw and shouldn't be appearing on Smackdown again for at least a year, assuming they're doing some swaps every year.
So, the question is, what should WWE do with him?
Personally, I'd take him out of the title picture after Battleground. I want Rollins to win, as I really don't buy into Ambrose at all, but it makes sense to keep the title around the waist of a Smackdown guy for a bit to help establish the brand where they want it to be. Sure, the champ could be pulling double duty, but ultimately Ambrose is a Smackdown guy now. Just makes sense with how the draft has gone to keep the title on him for now.
That leaves Rollins and Reigns on Raw who will both want to continue either feuding or going for the belt. And that's where I think they should change it. Don't mind Rollins still going after it, he's one of the best guys in the company and he's not even complete yet (he's going to be scary good in another year or two imo). But drop Reigns from it. They'll probably want to continue his feud with Rollins, but I hope they don't.
Drop him back a bit. And listen to the crowd. It makes sense to turn Reigns right now, as the fans are going to shit on him even more. Embrace it. Drop him back, turn him heel and build him up again properly. Have him lose. Have him lose his temper. Have him beat the shit out of people when he does that. Make him interesting. He has the look they like, he's not too bad in the ring and his mic work has improved even if it's still not good enough (unless it's in really short doses). That's what I would do with him.
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