As usual, you're wrong. The match needs the constructor of the match and 90% of the times it's the heel the guy that does it. For instance in the Hogan v. Warrior bout, Hogan was clearly working as a "heel" in order to make Warrior look strong and to shine him up for his comeback and finish.
For the Michaels v. Undertaker, Undertaker was working as the heel. Undertaker did his work to shine him up, Michaels gave his comeback and ended up losing, because babyfaces also lose matches. In the HHH v. Undertaker at WM28 Undertaker was working babyface and the year after that Undertaker was working heel for the match even though he was a babyface in character. In wrestling you always need, ALWAYS need a babyface and a heel to have a match, even if both characters work babyface or both heel, inside the squared circle one of them needs to make the others look good.
For instance, watch The Shield v. Wyatts dynamic this Sunday. The Wyatts will beat the living crap out of The Shield, but The Shield will get some momentum and start making it's comeback only to the hope spot be ruined by a turn or to simply put lose clean for The Wyatts. Both teams are wrestling villains, but one of those have to adjust.
Cena's crowd reaction is always like that. Always and it doesn't matter if he's working a classic bout or not. Most of the times he works as a babyface in a match, but for instance he worked heel against Daniel Bryan. Cena's comeback was generating heat and not creating the hope spot. Bryan's comeback tells it all as he was the babyface. It's really hart to put up a match where both of the guys have to make the other one look good in the exact same role and you're talking about stuff you don't know. And in ROH the dynamic is all the same, specially nowadays that is not a spot fest and more so of storytelling. New Japan is exactly the same even though they change that a lot, as Tanahashi can be working heel today and babyface tomorrow with no problem. Usually it depends on the opponent's ability to call a match and what not.
It's pro wrestling 101. Unless you're going to give me a stupid 15 second match, I can tell you by the end of it, who was working heel and who was working babyface. Another one - Hogan was working heel when he faced The Rock at WM18, even though the crowd was pro-Hogan and you can see it by the pace of the match that it was Hogan calling most shots. Rock carried him physically speaking, but the story told was all Hogan.