I don't think he ever turned face. He basically went from fighting good guys to fighting bad guys, but no real definition of character. He gets the clean wins but still uses "questionable" tactics at times. The only reason I wouldn't mind the heel turn is that I love when he does the flying back rake in his heel matches. It cracks me up every time I see it.
I can see him being "more heelish" when facing Hardy and then going right back to where he is now afterwards. Just like he went "face" when up against Bully Ray but went right back to where he was. He is one of those people that it doesn't matter what character he faces, his gimmick can play both sides (the cockiness for heel / work ethic and in ring for face) and it works either way. I just fear that he'll be losing the belt to Hardy (if my thought process is right, it'll be due to Bully Ray when he shows his alliance with A&8s) without a clean finish and that should NOT happen on the biggest PPV of the year for TNA. I feel that with Hardy's contract situation and position in the company, if they can get him to agree to sign in the next few weeks, they'll give him that title run to make him happy... If they give him the belt before the contract is signed, Dixie would prove to be the worst business woman I have ever seen. Look at what just happened with the TV belt (fortunately, no one gives a shit about that belt) and Devon recently.