Like a cockroach, a heel keeps coming back and is hard to get rid of. Heels have to lose - it's part of their job. Even the biggest heels lose at some point. Throughout most of the company's history, WWE consistently told stories that ended with the babyface coming out victorious. Though the heels seem to prevail much more than they used to these days, the villains still need to be able to come back following the J-O-B whether it's the next night, the next week, or even the next month. The heel must be annoyingly resilient, but also ignorant to any losses. The heel should never gracefully accept defeat and/or question themselves after a loss. Unless they're being built towards a babyface turn, recognizing a true defeat should never be done because that could garner a babyface reaction. Instead, the bad guy needs to deny the loss, claim there was chicanery, make excuses for why he didn't come out victorious, and ultimately rile up the audience enough to want to see him/her to get their comeuppance all over again. A heel's job is never over, and he or she must constantly fight to be disdained by the audience and must always have the viewers want to see them defeated.