Chris Jericho is by far the best heel in the business; there seems to be no end to this man's talents. I absolutely love watching him work. But he's the heel, the bad guy, and I always root for his opponent to win.
Dave Batista is very one-dimensional, he's a brawler (I don't much care for brawlers), and he's boring as hell on the mic. But he's the face, "fighting the good fight", and I root for him to win against the heels.
Before Vince Jr took over, killed pro wrestling, and replaced it with "sports entertainment", heels were never cheered for cheating to win a match or a championship. It has puzzled me why this has changed and I believe I've figured out what caused it.
To save a few bucks (on taxes), Vince McMahon Jr admitted that "wrestling is fake". He told the world that yes, we are conning the fans, it's all an act.
Because that erased all doubt that pro wrestling matches are legitimate contests, the fans no longer have any emotional investment into the wrestlers (they're just role-playing, acting) as they did before Vince Jr's admission of deceit. A wrestler's skill (or lack of) is completely irrelevant, as is, really, whether that wrestler is cheered or booed. Some people "in the back" write out everything we see; the wrestlers are just acting out what is written for them.
Because of the nonsensical storylines and the over-the-top cartoon characters acting out those storylines, along with Vince Jr's admission that it is indeed all an act, nobody takes it serious anymore. The fans watch it as if it's all a live-action cartoon show.
The way I see it, the fans look at heels the same way they look at the cartoon heel Wile E. Coyote. They laugh and cheer at all the goofy and ridiculous things he does to try to catch the Roadrunner. And they see faces as the cartoon face The Roadrunner, an arrogant little goody two-shoes running around as if he's better than everybody. HE never does anything "interesting"; the Coyote does all the "cool" things.
The fans stopped caring about the basic premise of pro wrestling (good vs evil), at least in the WWE, when Vince Jr told us it's all an act. He creates cartoon characters and gives them ridiculous things to do. Of course the fans are going to react as if the whole thing is a live-action cartoon, cheering the zany antics of Vince's cartoon villains. Vince's faces are "boring", they never do anything "interesting".
In all other promotions, however, heels are booed and faces are cheered. Fans of other promotions can and do appreciate the talents of faces and heels, but they still follow along with the basic premise of pro wrestling (good vs evil) and the vast majority of them cheer the faces and boo the heels.
The WWE is NOT pro wrestling (it even calls itself "sports entertainment") and "WWE fans" do not react like fans of other promotions. It has nothing to do with "cheering who they want to cheer" and has everything to do with the (lack of) believability of the product.