i think it's was the right time to do it, they're not doing show for the live audience right now so they have to do whatever it takes to get the tv viewers interested in the product and Reigns as a Heel works as it's something new that fans wanted to see for years.
Right now i don'T know how this will all play out, i'm not really liking the cocky heel thing he's doing as it doesn't feel natural but it'S only been a week and it might become more natural and work better as the weeks goes by.