See, here's the problem with this mixing reality and scripted material: when the cameras are off and you take the money from fans, it's not that you're getting a heel over. You're ripping people off with a bait and switch.
First of all, who thought it was a good idea to offer pictures with a heel? Were the Guns busy or something? There were NO faces on the roster you could offer this with? Bad idea on TNA's part. Second, at the end of the day the fans are who you try the hardest not to tick off. You don't tick off fans like this. If you're a heel you bitch and complain but you send the fans home somewhat happy. This was a bad idea to put it mildly as a casual fan thinks he's just a pompous jerk. If you don't follow every report that the works/shoots are becoming more alike everyday, then Hardy looks like an ass rather than a guy portraying a character. When that is no longer the norm, it comes off as looking very bad. This wasn't good.
It was a work to get the Impact crowed to hate Hardy. That is why they offered it for him. They also didn't take money from the fans. It was given back. So they think he is a jerk. Whats the problem. This isn't just some I am sticking up for TNA post. This is a who gives a shit and those same people will be back in the Impact Zone for the taping booing Hardy. I honestly don't see whta the big deal, but I am sure from my response I will get a mile long list of everything TNA does wrong on top of 75 reasons why you think it was a bad idea.