I could see that happening, for sure.
However, I imagine WWE screwing Rollins as a face, because the default blueprint one is for a superstars to suddenly start smiling all the time and wave to the fans, which just gets them boo'd.
If he were to be a face, he need to not interact with the fans, as odd as that sounds. But I think he's been a great heel. Only thing I don't like is the cheesy laugh he always does and creative giving him boring monologues each week. But the cowardly deal is something I've enjoyed.