Caught a bit of Raw this past week and noticed the announcer, Michael Cole, was working some kind of heel character. To me, it just didn't work for a few reasons. First, he has zero sense of humor, as opposed to a Bobby the Brain, so Cole ends up coming across as a bitter little man and not the least bit entertaining. Second, since he never gets in the ring, as opposed to the aforementioned Brain, and is an unathletic twerp, you don't see him as being qualified to put down anyone. Third, when you hear him dissing a wrestler you wonder why the wrestler doesn't come to ringside and beat the crap out of him.
I can see what the WWE was thinking. They want to give Cole an edge, but, IMO, it falls flat, as in "Let's see what else is on tv."