Im not really seeing Owens as a Heel. I kinda like the angle they are taking here of just two guys not liking each other.
WWE has done alot of things to get away from the traditional heel, face archetype. Starting with Stone Cold Steve Austin and Sting.
The idea was to put out personalities that created division amongst the fans
its almost getting to the point where "face and Hell is merely a designation of who is more heel or who is more face on any given rivalry.
Throw in constant turns by both heels and faces and its really not the distinction it used to be.
WWE has also incooprated mini organization where wrestlers are judged by the company they keep. Nwo, The authority etc. these groups also create Heel on heel and face on face battles just by association.
Rusev was a traditional heel and it sucked.
Look at Seth Rollins theyve been teetering him between heel with some faceish qualities. using the authority to establish his heeldom and at the same time in the process of being established as a potential face with his constant in and out relationship with the authority bosses even while Ambrose is looking like a face while using Heel Tactics.
the anti hero or vigilante is alive and well in the WWE