I think they do have to build hear and heels now. For so long, they were a heavy babyface territory and now they’re on a mission to build people up again.
In regards to it being a comedy organization, there should be a balance. I know it’s maligned now, but that brochacho stuff with MJF and Adam Cole was great for the crowd. Maybe the vignettes were the main problem but the in ring was incredible. They built up that double clothesline so well. It was also the most over I’ve ever seen Roderick Strong and I’ve been watching him since 2005. On Raw, when Adam Pearce would try to break up a fight, you heard people in the crowd yelling “ADAM!!!” His matches had that party atmosphere and sometimes these comedy things can bring that out of the crowd. You do have to strike a balance though.
Maybe that could be brought up in this AEW feud with the Death Riders, where they want super serious grapple fucking and not understanding the importance of balance. Maybe a bit meta though.