Oh good grief. It never ceases to amaze me how people can bitch constantly about TNA being a watered down copy of WWE, yet each and every time TNA attempt to deviate their product away from the mainstream standard then people who think they understand the product better than they actually do will queue up to shout about how TNA is doing things "wrong".
Your post is loaded up with silliness which I will skip over, pausing only to ask the question; "what the hell makes you think Kendrick is a face?"
Since debuting he has been a hyper-agressive loner who has teamed almost exclusively with heels. He has not cut a single legitimate face promo, his limited mic time being devoted to getting him over as some kind of psychotic intellectual, not as the goody-two-shoes babyface that wrestling revolved around in the 1970s.
The point is this. Brian Kendrick is not a babyface. At the moment he's not really much of a heel either, though I'd put money on him becoming one before long. What he is is what the majority of TNA's roster are... a character. Whether he's being cast in the role of good guy or bad guy, Kendrick'd character seems to be exactly the type who would unpredictably assault someone from behind, because he's unpredictable (read: interesting)
TNA and Vince Russo (who is pretty good at his job and anyone who says otherwise is a tool) have always shown limited regard for the whole face/heel divide, mostly because it's a thoroughly antiquated idea. Modern television is all about character development, and off the top of my head I can't name a single popular show aimed at a viewer ship over the age of twelve which regiments its cast into predefined categories of good guy and bad guy.
TNA's focus on a character driven product is them being the alternative everyone is clamouring for, and has been for a veritable age. The roster is chocked full of guys who don't have a clear alignment (MCMG, Kendrick, Joe etc) and in my mind (as a fan of character driven entertainment) it makes the product much more interesting. Some people disagree, and that's perfectly fine. But those people really do need to get a handle on the idea that possible, just possibly, that's TNA booking itself towards a different audience rather than them doing things "wrong".
When you say backward booking, what you actually mean is "not doing things like the WE", which I'm inclined to celibate. I already avoid almost thirty hours of that stuff a month, and would rather not have to dodge more.
Now I broke a massive posting hiatus to post this little rant, so you better bloody enjoy it.