>>12781109>>12781149 has it right on the money. Jay is an old fashioned heel in the sense that he dealt with an old fashioned crowd. He was always messing with the people in every match and in every in-ring segment, and even when he attacked babyfaces it was because they were fan favorites that the crowd was invested in, which made them care about his antics. I will always hold him in very high regard due to what he pulled out of clap-crowds despite being a heel that didn't even speak the language and didn't do much fancy stuff in his matches.AEW, in typical fashion, kills their characters due to all the gaps they never fill. Why is Jay the leader of the BCG? What is his relationship like with those guys? Why does the title matter to him? What makes him hated by the rest of the roster in kayfabe? And so on, and so forth. All of this is because this promotion is built on accepting the meta. Just accept that he's supposed to be a heel and move on. It's all lazy and weak. He doesn't really confront anybody, or touch any nerves, so how bad can he really be?
I'm of the opinion that he would have found more success in the WWE, for the fact that his audience is more liable to get provoked than the play-pretend people at AEW shows.