The question is, how do you actually book a heel who thinks he is a face? It works fine for a mid card comedy angle, but where does Cody think he is going with this?
In the meantime, while Cody thinks he is ironically burying guys like Malakai Black and Andrade, he is also actually burying guys like Malakai Black and Andrade.
And to what end?
The point is that Cody's massively overinflated ego is making him think this is the greatest shit ever, and he's putting it and himself way up on the card with a convoluted angle that is actually (not ironically) fucking over everyone else that gets involved with it.
That's how he's really being a heel, see? It's different than what he thinks it is.