I think you're partly right but I think Jeriko is closer to attitude era faces than heels, imo. The wwe has forgotten that people want badass babyfaces, not guys that lose matches all the time, are constantly being emasculated, who complain about not getting what they deserve etc. When you have an all powerful, all controlling, always fucking going over heel authority figure you want a badass character that fights them tooth and nail. Our top babyface right now is rollins who was a chicken shit errand boy heel for the authority for a year and his deal now is he's mad they didn't help him cheat to win the belt, they helped someone else. He's even still making deals with the authority to get title shots instead of making his claim. He never redeemed himself or had a change of heart from last year, so in storyline he's only a good guy because the bad guys don't want him. I don't find him sympathetic in the slightest. Jericho and Owens are cheered because they're funny, sarcastic and are more authentic personalities than Seth and certainly more so than the totally flat and totally personality-less reigns. Why is there no babyface that has funnier comebacks, that is "cooler", that can cause jeriko frustration when they think they're a step ahead, why does the top face have to be gifted a title shot by the heel authority instead of earning it outright? It's just crazy they can't be totally tone deaf on their big show and get the recipe right on the others.