(Sir) Michael Cole is without a doubt the biggest heel in professional wrestling today, and if WWE is smart, they will continue to capitalise on his heat (hopefully not by continuing his feud with two fellow commentators, however)
What is needed now is a feud that will not only generate interest, but also get a future star over. Jack Swagger is already greatly benefiting by just being in the same ring as Cole, and other superstars should share this association with Cole; whether they are wrestling for or against him.
Though I admire Cole’s heel persona, I am finding watching Raw virtually unbearable as a result of his commentary. I still think he should be on TV regularly however, just not sittign at an announce table of in the Cole Mine.
An ideal scenario in my eyes would see him take on an authority role and potentially feud with John Cena; that would be money. And I mean that literally.