Kevin Owens was red hot when he entered the WWE after a stint in NXT as their champion. He showed up and the first man he challenged was John Cena, which he followed up by pinning cleanly in the middle of the ring. While Cena won that feud, Owens continued to work on his promos, in-ring work, and character and became a very entertaining heel.
However, since Kevin Owens won the WWE Universal Championship thanks to interference by Triple H, the WWE has booked him as a chicken heel who has not won a single pay-per-view title defense cleanly. He had to cheat to win all his matches and needed Chris Jericho to help him retain his title.
While that worked in the past with heels like “Nature Boy” Ric Flair, at least Flair put on great matches without interference as well and won many of those on his own. Kevin Owens was booked to look like he couldn’t win without help and the audience started to turn on him.