In what way, shape or from can a heel vs heel match actually work out? You have to be kidding me, right? Just imagine, your least 2 favourite wrestlers wrestle against one another. Which one do you cheer for? The answer is neither. This means the crowd is dead, the match doesn't tell a story and everyone is confused. Face vs Face matches only work on a big stage, such as Shawn Michaels vs. Undertaker. It had a storyline, it had the fans on the edge of their seat and it just worked.
If Edge wrestled someone like Chris Jericho, yes the smarks from all around the world would mark out and have everlasting erections. But the fact is, wrestling isn't meant to be about who is the biggest asshole. It's meant to tell a story between a bad guy who the people dislike, and a good guy who people admire, idolize and cheer for. Heel vs heel matches have no emotion in them, because the crowd doesn't want any of these guys to win. For you guys, it's different because a large majority of you cheer the heels, as unfortunate as it may sound.
Heel vs heel matches simply do not work, and I doubt they will ever work. I've seen some heel vs heel matches, and the crowd has been absolutely dead for them. I'm willing to bet everyone was dead during the Benjamin/Morrison match on Smackdown. Don't listen to the pops John Morrison got on Smackdown (if there were any), because they were most certainly edited in. Babyface matches work, but not heel matches.