This is a company where you have to turn heel so that people can head canon a personality for you, because as a heel you get to be a bit of an ass and feel a lot more connected as an individual. If Lashley is going to be a babyface, he needs to turn heel first, show himself as ruthless, not sell like a geek that slips on banana peels all the time, etc. Then people might begin to think "Hey, Lashley is cool" and start to cheer him.
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