How can Vince push Roman Reigns when he knows the fans don't like him?

I think that they really missed an opportunity to turn Roman heel (letting him get back to tweener status down the line) by not having him go over Finn. The size differential is obvious: 60 plus pounds and a few inches in height.

So have him bully the hell out of Finn.

In the four-way, Finn was getting tossed like a rag doll. Roman was tossing him around. Have Finn play the gutsy challenger, falling to the physically superior Reigns, maybe have Roman beat at one point with a ref bump keeping the pin from being counted . Every interview with Roman asks him about Finn and how tough he was and how "he almost beat you." Roman no like.

Leading up to SummerSlam, they have tag matches and four-ways and Roman singles him out. Blind sides. Bully stuff. Beats the ever living piss out of him with Finn still getting his licks in, still getting over.

Roman wins belt and is insulted that Finn is named #1 contender on next Raw or loses and blames loss on injury from match with Finn and goes after him next Raw. Finn is in the back fuming over another ass kicking and runs into Undertaker or Sting or NXT folk who tell him "You know what you need to do."

After a few weeks of cryptic teasers on the jumbotron, PPV match happens where Roman faces the demon and the angle pays off.

Roman is a strong heel. Finn gets over. Neckbeards rejoice. Regular fans get invested and see the angle through.
 
I feel like unfortunately Roman got the short end of the stick during the Bryan love.

Had Cena, Orton, and them not been out he wouldn't have been shoved into the spotlight the way he was. The fans LOVED him the year before when he broke Kane's Rumble record.
 
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