It may not be clever man, but it's extremely effective. And I don't even see it as cheap heat. He may be a cheap character, but at this point, everything he does is consistent with his personality. Cheap heat is when someone like Randy Orton breaks his super-serious "voices" character to insult sports teams or something. But Cole just has to read the GM e-mails and cheer the Miz, because that's who Cole is.
OK, but how does that explain him bringing up Jerry's mom like that? You have to admit, that was stepping over the line. Not only that, but under your definition of his character, that seems a bit out of place. He hates Lawler because he thinks he's stealing the Miz's spotlight, so why transition to personal attacks? He doesn't even go that far with Daniel Bryan, the character that turned him heel in the first place. It just seems inconsistent.
heat is also consistent with her character. People used to have teachers who said "EXCUSE ME" like Vickie did, so they can relate to hating the kind of person she portrays, so they can push "EXCUSE ME," and bam, instant heat.
Fair enough, but it's gotten to the point that that's all she needs to say. Granted, that can be viewed as a success, but it comes off as somewhat lazy to me.
That's what he's trying to do. That's why he's a heel. Because he's annoying. And he's getting YOU mad. Heels are basically trolls. They do what they have to do to get a rise out of the fans, and their success is based on whether or not it works. And it's working.
I get that, believe me, I do. It just feels like not enough effort is being put into making him an effective heel. An effective heel makes the viewer want someone to shut him up, and keeps watching in the hopes that will happen. The other kind of heel just makes viewers want to turn off the TV. It's the latter for me when Cole comes on, because he just comes off as, ironically enough, a really bad smark who thinks everyone should listen to him. Again, I can understand perfectly if that's what they were going for, but it doesn't mean it's a good idea.
Although, to be fair, I could just be flat out tired of Cole. That's another problem I have with Vince, he overexposes some of his creations. It seems like lately, whenever he comes across something that he thinks really works, he puts it on TV more and more to get more out of it. That just results in people getting tired of it much faster. I think I'd be able to tolerate Cole more if he was just on one show, but the fact that he's on both RAW and Smackdown, as well as as sometimes appearing on NXT, just makes me sick of him.