There's so much they could do with an AJ face turn. They could play on his reputation as the best wrestler in the business, referring to various polls he's won and this could spark Ric Flair's jealousy, claiming he has always been the best etc.
They could also do some great "hidden camera" footage of AJ telling Ric he's not comfortable with what Fortune are doing or that he's not happy living the party animal lifestyle when he has a wife and kids at home. They could even make people think it's real, as though someone caught it on their phone cam in a bar or something, post it on youtube as some kind of viral marketing thing.
Well, as I say, there's a lot of potential there, but I just can't see where they'd go with Morgan as he's not really got the charisma or the support of the fans.