With booking like this, the face and heel dynamics can often be a problem. Both are babyfaces, but for this feud, it really doesn't matter. Ambrose's craziness and Lesnar's aggression mean that the characters clashing completely makes sense and the dynamic works. Whoever the heel ends up being, it doesn't hurt either guy. The company isn't sacrificing one of them, as both can be successful whether heel or babyface. A badass Lesnar is good for business, and it is actually a more natural role for him to be a big bad guy. It could also play very well into Lesnar versus Reigns II. Likewise, if the feud ends up turning Ambrose heel, it sets him up for a big WWE Title feud with Roman. More likely is Ambrose coming out of all of this as an even bigger babyface, which is obviously no bad thing as far as his future and prospects are concerned.