To date, Roman Reigns hasn't been booked against many killer heels, certainly ones that fans really hate. Legendary announcer Jim Ross analysed the feud between Bray Wyatt and Reigns on his podcast, but couldn't answer the question on who was the real villain of the piece. Obviously, it was supposed to be Wyatt, but Ross argued that fans like him too much for that to be the case. JR has a point there, fans arguably show more support for Wyatt's entrance than they do when Reigns emerges from amidst them. This is something WWE really need to remedy, there aren't really enough ultra-strong bad guys that Roman Reigns can go up against. Almost everyone on the heel divide still has some redeeming qualities, which isn't helping Roman's plight. If Kevin Owens continues his cocky path to the heel kingdom, he would represent one choice to feud with Reigns. The big man with the tribal tattoos desperately needs a strong counterpart. Fans need a reason to cheer him, and they require someone they wish to see Roman Reigns defeat. This is a widespread problem in the company, but it does feed into what Reigns is doing.