JBL was a fantastic heel. He was as old-school as they could make him. He talked shyt any chance he could and thrived off of everybody hating him.
His performance appraisal of Shawn Michaels was a classic segment. He talked to Shawn like he was his son, making him feel like a worthless bum and a failure because he couldn't take care of his family. Even said that one day, his kids would look at him still working for JBL and be like, "Weren't we worth fighting for, Daddy?
"
And he didn't care about anything but himself. When he told Randy Orton he wanted a shot at the WWE Championship, he was like, "They say I passed the torch? I want my DAMN TORCH BACK!
" Then he said that if Orton thinks people don't like him as champion, they're going to hate JBL.
He made sure there was nothing to root for when it came to him. The company needs more JBLs.