Coke fits exactly with someone trying to pump themselves up again and fill a void that love and admiration are not. Jones may see the logic in being a heel but he is convinced people should love him and it genuinely hurts him when they don't in terms of more loving vs hating. Our hate probably drove him over the edge. He's inscure in the aspect that he obviously needs people to like him and got mad that they didn't and turned on him. We caused this.