Speaking as the husband of a woman who owns two Nikki Bella t-shirts - if Total Divas works to get women watching, the Bellas are going to be babyfaces. The show treats them as such (really, it treats almost everyone that way, other than Eva Marie and Summer Rae, when she was on). In some ways, Total Divas has given them the chance to do some more nuanced character building with the women. Whereas the women used to get no time to build a character - now they have a whole television show that has, over time, developed the on-screen personality of many of them, and could push them beyond more traditional face/heel dynamics. The Bellas are a good example - they can both do very unpleasant things on the show, but the overall response to them is positive, even if one may be positioned as in the wrong in a particular episode. Will WWE ever actually write to that level of nuance on Raw? Probably not.