An old school example would be Blassie vs the Sheik from LA in'69. Of course I wasn't there, and I don't think any footage exists (but if it does Id love to see it!), but from what I've read I think the big attraction for fans, and what made the match work, was seeing two crazy, bloodthirsty motherfuckers tear each other apart. Blassie, being the hometown guy, was cheered, but I don't think he deviated very much from his heel back of tricks in the matches. But again, I wasn't there, so I'm just guessing.