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TSN interviewed Jim Ross recently, and they had spoken about Ross' opinion on Seth Rollins. One thing was if he'd work well as a babyface for WWE or not.
"I think once [Rollins] gets engaged in an issue with an established villain, once the hero is wronged illegally, once he's faced with seemingly challenging odds, all that babyface stuff will start filtering his way. He has always wrestled – with his athleticism and high-flying stuff – as a fan favourite, so he doesn't have to change that. I think the subtle things – maybe his promo work will be tweaked a little bit, but he's got to have a cause. Once his cause is established with an established villain, it will take care of itself."
You can read more of the interview here.