Kevin Owens is the current and longest-reigning WWE Universal Champion. And if you listen to Michael Cole on an episode of RAW, Owens is also a vile human being and overall terrible, terrible man. He might as well be punting kittens into the crowd for a full segment.
But Owens insists that he isn't a bad man at all, rather he's a misunderstood one. What we see as vile is really nothing more than Owens doing what he feels is best for himself and his family.
If you were to ask Owens (and even his best friend Chris Jericho), the true villain on the RAW brand is actually his arch-nemesis and former friend Sami Zayn. The man with the ginger hair and a bounce in his step is the bad guy. His attempts to make Owens look like a wicked person are just a means of masking the evil living inside of Zayn.