I think a grown fan who knows the ins and outs of the wrestling business should take some personal fucking responsibility and play along and realize as a fan they are like an extra to the show. The ppl trying to emulate ECW fans by yelling this is awesome did nothing but hurt TNA with that chant.
Personally, I think the fans in the Impact Zone go overboard and use the 'this is awesome/wrestling' chants a little too liberally nowadays. They certainly don't mean as much as they used to (although in this case, I think the chants were warranted).
However, this notion that fans should 'play along' and act as participants in the show is a load. I've never been to a live TNA show, but I can assure you that if I'm expected to play a role, I had better be getting paid to do so. Otherwise - and particularly if I'm paying to attend - I'll chant whatever I want.
Speculating on what the crowd 'should' do is pointless. Realistically, the crowd has zero responsibility to do anything. If TNA want's to elicit a particular reaction from them (like heat for a heel), than ultimately it's up to their own writing/booking/wrestling to do so. Granted, it's difficult to do when dealing with a 'smart' audience (an audience consisting mainly of people over the age of 12). But that's the reality that TNA has to deal with.
So if the chants are really a problem, the only options are:
1. Find a more effective way of getting the audience involved emotionally in the plot (heels that the crowd actually hates, promos and writing that people actually care about?)
2. Go PG and fill the audience with children who think it's all real
3. Stop having spot-fest matches
4. Have a scripted audience like 'Wrestling Society X'
5. Start kicking out audience members who are too appreciative.
Personally, I prefer option 1. Make the stories and action believable and involving enough to allow fans to suspend their disbelief and override their basic appreciation for the spectacle that they are seeing. In movie terms, it's the difference between a Michael Bay explosion-fest (technically impressive, but shallow) and something that's actually good.
However, I don't think the powers-that-be in TNA actually consider the chants to be a problem. Actually, they seem to go out of their way to encourage them, going so far as to have the announcers acknowledge and agree with them.