Sooo, faces don't say "I'm gonna kick your ass?" You don't have to be a heel to swear. Besides, why does a heel have to swear to get over? When did this start? There are plenty of heels who don't swear.
And HBK can't be a heel; he's got that Flair/Foley syndrome. Even though Flair is a "heel," people still cheer him. HBK is in the same boat.
I do like the heel HBK.