It looks like WWE is attempting to ensure that the fans are behind Roman Reigns for his upcoming Universal Title defense against Braun Strowman at Hell in a Cell, as they've turned the Monster Among Men heel and aligned him with Dolph Ziggler and Drew McIntyre.
Last night during their tag-match on the main event of Raw, Strowman stood back while his partner was beat-down by their opponents, and when Dean Ambrose and Seth Rollins came out to make the save they got the same treatment.
Really, this is a smart move. Though the crowd may still cheer Braun, they definitely would have if he went into Hell in a Cell as a face. This way they ensure that at least a portion of the fans will be backing The Big Dog.