Love him or hate him, Roman Reigns gets a reaction out of the crowd every time he steps into the ring. 

That's part of the show at this point, with Reigns drawing the ire of fans who can't stand his cocky attitude after the main eventer has been pushed for years. It's why fans have decided a full heel turn is the only way they'll accept him, and why people like Triple H still believe in him.

But it's not just votes of confidence from upper management that are proving Reigns is doing something right. John Cena is set to fade away into Hollywood for a bit, and Roman has taken his spot as one of the biggest fan draws in the WWE. The new bit of proof is surprising.

Reigns is now selling the most merchandise of any full-timer on either the RAW or SmackDown brand, according to the latest issue of The Wrestling Observer Newsletter. Cena was the leading man in this department, but with him out of the picture, it's Reigns who's moving merchandise.

It's a surprising bit of information considering the negative reaction that seems to only be growing each and every time Reigns makes his entrance. Perhaps loud boos are better than no reaction, but this speaks to the belief within the WWE that Reigns can be a leading face for the company.

The WWE has a huge hole to fill in that regard without Cena, lacking a strong leading face on either brand. Reigns has been set up to be that guy for some time, but the WWE has struggled to put him over on that front.

Instead, he consistently gets mixed reactions and will undoubtedly be one of the most booed wrestlers when he faces The Undertaker at WrestleMania 33.

The WWE is a strange lose-lose situation with Reigns, so it seems.

Should he beat The Deadman, fans will be furious that the man so many of them can't stand will go down as the second man to beat The Taker on his own hollowed WrestleMania grounds. If he loses to a 50-year-old, the build up of his dominance takes a hit. 

Perhaps it doesn't matter, as either way he's making the company many and getting pops from the crowd, no matter if their mixed. Triple H recently elaborated on why that's not a bad thing, and the WWE hasn't changed course over the years.