I too have pondered this. All Chavo did was state the truth. Rey HAS been exploiting Eddie's memory ever since his death, and yet by WWE logic, CHAVO is the heel? Makes no sense to me.
All three are heels in this feud as far as I'm concerned.
Also, how is Teddy Long a face GM? Vickie asks for the Rey/Chavo match at Summerslam to be called off and he says no. That was pretty heelish. Now, he books Lashley and Batista in a handicap match. Matter of fact, get rid of Teddy Long. He adds nothing to the shows.