Bryan’s Heel Turn

Hey Scott: How great is Bryan's heel turn? I see a lot of folks not getting it, but it seems so elegant to me, just turning up the qualities that he's had since coming into the company: He's arrogant, he thinks he's the best in the world and he's here to kick in heads and doesn't care if that makes him come off like a dick. AEW seems to do great with these gradual turns built out of tiny moments, and I for one find them very satisfying.
I love that he actually built the base for it by complimenting WWE in “real life” for weeks leading up to it.  The man is a genius.