You see this is what you don't get. An IWC opinion doesn't represent a majority. The fact that Cena sell merchandise and is loved by kids and women makes him a true babyface despite what a discontent IWC feels. An opinion or a reaction of only 10% of wrestling's fanbase or even less on the net isn't the voice for the majority.
I absolutely get it. But back when hating on SuperCena was at its peak, you heard about 20% boos mixed in with the cheers. That's not just a handful of IWC nerds like you and me, that's a real slice of fandom. That matters. And the WWE and Cena addressed that, acknowledging in Cena's standard promo that "not everyone has to like me", and eventually tapping the brakes on Cena > Rest of the World.
So is Jack Swagger. Is he getting good heel heat, or is he getting "this is stupid crap" boos?The man is being booed.
When a nonsmark child or a nonsmark person period may see Abyss, they may truly hate the guy or want to see him get his ass kicked.
Or they may see a ridiculous buffoon doing wildly implausible things like abducting company owners and fans and branding production staff with no consequences. And switch the channel to the NFL Network, or The Office, or Jersey Shore, or 100 other entertainment options that don't have that flaw.
Stupid crap like Abyss 2010, or Hornswoggle vs Chavo, or Dashing Cody Rhodes Puts on Deodorant, drives people away. It makes people feel like this isn't something that they should be watching, that this show is just too stupid for them.