Unlike a Flair, or Rock who where still cheered despite being called heels, and acting like heels. Who where the true heels? Guys that no matter what they did, the fans hated them (in a good way)?
-Jake the Snake. Unlike so many supposed heels, Roberts didn't do anything or say anything the fans could really cheer for. He was a sadistic evil heel.
-Ted Dibiase. An arrogant millionaire, who flashes his money around, and has rube audience members attempt simple tasks for quick cash. Only to kick the ball away, or put his foot on the guys back on the last push-up.