Jones isn't a "heel". He is a guy with a douche personality, who pretends to be some inspirational figure. Because of this *some* wrestling fans assume its some sort of "heel" character when his actions wreak of douchedom.
Alot of fighters know this, that's why it's not just Internet fans who don't like him. Being successful, talented or even working hard doesn't prevent someone's inherent personality from coming out, even if it's arrogant narcissism.
It's why he has repeated inexplicable personal conflicts with fighters who don't normally care about personality, or have personal conflicts. Narcissism is not a an act, it's a actually a psychological disorder when it reaches a certain level. It's one of the few that lends itself toward success, also.
It's not an act, he's basically just a dick.