His own lol.

It’s not all his own cause of course, he don’t control the booking, but being a heel is much easier than being a face (especially when, even tho he has improved, he’s always been a meh promo). He can lean really good into the smarmy bitch kind of character since there’s more freedom, and it gives him that “He likes to run his mouth a lot but also actually can back it up 99% of the time” edge that some have and some don’t.

Problem is AEW fans are much smarter to the business (overall) than WWE, and casual fans are. Average wrestling fan tunes in once a week and 2-3h later tunes out until the next. AEW fans also follow along on-line where we also see Ricochet being the most insufferable fucking jackass on Xitter while arguing with people online. New Yorkers toss some toilet paper at his head, fans laugh their asses off, and hey they got an idea: Let’s keep it going cause heat is good! People love to boo him!

And here we are. They’ll milk it till fans stop booing/cheering, or until they feel the gimmick is over and Trevor ‘snaps’, wins a title, joins the Hurt Peeps or some other eventual pay off.

But for now he’s Shit Boy™ lol.