When you're the smallest guy in a four-way match with three actual monstrous human beings... and you're the only fukking heel in the match.
Wrestling 101 says this should not be what's happening. And yet... Roman out here defying conventional wisdom and managing to get himself hated as the underdog. Damn. If it was on purpose, I'd praise the company for the booking skills. But it's not intentional and they out here trying to talk their way out of it, so... fail.