The only reason why there are no ''real heels'' anymore is because it would require making less money than you otherwise would by being cool to the fans. That's it. Because otherwise, it should be the easiest thing in the world. You don't even need to adopt an obvious cancelleable gimmick like being explicitly anti-lgbt to do so. You could get real personal and attack what the marks (both in and outside the ring) take for granted in wrestling and get a lot of mileage out of that, but why would you risk a year or two of low paydays when you could just coast. That's how wrestling is dying out, by coasting on pre-established notions, becoming this perpetual hugbox that never really gets under your skin, because that's not what entertainment is supposed to do. The fact that people once were applauding MJF's laughably childish idea of being a bad guy and supposedly keeping kayfabe as a return to the origins of wrestling is disgusting.