I don't see Dolph as a 'tweener; he seems like an all-or-nothing type of performer. He's been nothing but a bad guy all along and it's seemed a change would be a good thing for him. I believe the company has planned for him to be champion for a long, long time.....and even while they took their sweet time getting him there, management decided to develop the main eventers that would take us into the next decade.....and Dolph was going to be one of them. I feel Vince believed in his own star-making abilities and told his staff: "We'll tell the fans who they're gonna like, and they'll fall in line."
For someone like Dolph, who doesn't seem to possess much individual character magnetism, I don't know that the fans would know what to do with him as a 'tweener. He's got to be totally good or totally bad, imo.
It looked as if the face turn was right around the corner, then he pulls the attack (or retribution) on Chris Jericho. I don't believe this hitch means Dolph won't be turning face; I think they're trying to accomplish it in stages......with the final stanza coming when Big E and A.J. fully turn on him. Since those two are nobody's idea of good guys, their betrayal will seal the deal and get the fans cheering Dolph.
So, to answer the question asked in this topic.....I say, face.