He continued it very well on SmackDown too. The mic drop followed by the shoulder pat at the end of his face to face with AJ was hilarious.
From a storytelling standpoint it works too because the boos don't mean anything to this Roman Reigns. Like you said you kind of adjust things based on his opponent at this point. Let the audience do whatever the hell they want instead of presenting him as if he's the conquering babyface.
Meltzer says at this point that the plan is for Reigns to be like the old school NWA heel champs like Dory Funk Jr, who were heelish but not outright heels. Probably best use of him at this point, and I will add that even uber-babyface Jack Brisco as NWA World champion would play subtle heel depending on the opponent and the territory.
Honestly, if they went full heel with him, he has enough charisma that he would eventually transition to cool heel and then super babyface, like the Rock did before him. But they don't have the patience for that, and also, it would depend on him being able to be less scripted and let his real personality shine through.
