Orton is reminding me of another former Evolution member, HHH. Back in 2000, and pretty much from 2002 till he turned face, the game has been among the 'coolest' heels around. People would always pop whenever HHH returned, whether it was a brief absence or more long term, and then he would show'em again why we hated him. Although not quite as cocky or arrogant as Orton, HHH shared Ortons demand for respect and belief that he was the best and could sway others to help him stay that way, except instead of demanding more respect, HHH was respect and all had to obey him, that at the time made him way cooler. nowadays we call that "shutup JBL". Orton is walking the line between face and heel well because nowadays everyone loves someone who doesn't take shit from nobody, face or heel. This is all WWE's way to keep us distracted from the impending fraction that Orton will form with Rhodes, DiBiase and Manu. Right now, Orton works best as a heel, we've seen him as a face and he's too bland. And WWE is in need of quality mainevent heels and Orton will be among them for many years to come.
That being said now, Orton wouldn't have to change much to become a credible face. All Orton would need to do is say "I'm tired of you guys" to his fraction, beat them up and boom, face again. He could keep the same attitude he's got as the fans truely love the cool, cocky, arrogant face now over the traditional 'good guy does right thing' face. And in a few years time the fans will eat it up. till then I'm loving Orton as a heel and WWE would be stupid to change their minds now.