So even Big Evil has standards? At least when compared to Jake, anyway.
Ironically, Undertaker wound up becoming the monster himself at the end of that decade. See, while not quite "evil" per se, "Stone Cold" Steve Austin was a selfish, chaoticJerkass who beat up referees, commentators, and Santa impersonators whenever he felt like it, yet even he couldn't stand for Undertaker kidnapping the innocent Stephanie McMahon and putting her through a forced Satanic wedding. This made for one of the first times Austin looked like an actual good guy when he pulled a Big Damn Heroes moment on the proceedings despite the fact that it was Vince McMahon's daughter, a man Austin detested so much he refused to handle the matter before it got to the Satanic wedding part.
Bobby Heenan: Even "The Brain," who was an unrepentant pro-heel commentator seemed genuinely shocked and appalled when Jake Roberts was going to slap Miss Elizabeth across the face at "Tuesday in Texas," thinking he was going to do worse (such as DDT her and then worse).
Jerry Lawler, for years, was an unabashed heel commentator who openly bashed faces and sang the praises of the heels at every opportunity, no matter how despicable, malicious or unfair their actions. But even then, Lawler would draw the line at downright evil actions ... or if the despicable behavior crossed a line:
One of the first opportunities was kayfabe in nature, when Doink the Clown pulled off a fake prosthetic arm and clubbed Crush over the back of the head, apparently paralyzing him. At first, Lawler was hushed as he stated that even he didn't want the "injuries" that happened to Crush to happen to anyone ... but a short time later, as replays of the incident kept playing, Lawler saw lots of humor in Doink's trick.
A few years later, Lawler expressed disgust when Diesel (a brutal heel at this point) pulled Mad Dog Vachon's prosthetic leg off.
In 2000, whenever the Right To Censor were around, Lawler would constantly insult them on commentary, even though they were heels, and cheer anytime any face was able to one-up them. Although this likely has to do with the fact that Right To Censor's gimmick was prudish Moral Guardians and Lawler's commentary persona is always portrayed as a huge horndog, a Chivalrous Pervert at best and a Dirty Old Man all other times.
The classic commentary team of Jim Ross (the face) and Lawler (the unashamedly heel broadcaster) played up many of their differences, although despite this, are friends even in context of the story, and this is likely one of the big contributors toward Jerry's eventual Heel-Face Turn. As such, even when Lawler's heel commentary style was at its peak, he always defended J.R. whenever another heel would threaten (or sometimes, beat up) Ross. One example came in 2005, when Triple H demanded a match against Ross ... then brutally beat him to a pulp. Lawler, never enthusiastic to the idea, drew the line when Triple H got a sledgehammer and began using it to hit an already bloody-and-beaten Ross; Lawler finally got into the ring and tried to defend Ross, but Triple H struck Lawler. It should also be noted that even when favoring heels, he would talk even more negatively than Ross about the most obnoxious heels around, such as the Right To Censor or Tazz.
During The Undertaker's Satanic heel gimmick in 1999, Lawler routinely said that Undertaker had "snapped" whenever he and his "Ministry of Darkness" lackeys would perform rituals or (more than once) attacked women. Lawler was even concerned for the Undertaker's primary target, Stephanie McMahon, and was thoroughly disgusted during the infamous "Satanic wedding" skit.
Also during 1999, when he was acidic in his heel-favoring style, he was notably shaken and subdued at the "Over the Edge" pay-per-view event after Owen Hart – a wrestler he was mocking just minutes later – was badly injured when his ring entrance went horribly wrong. Lawler reportedly accompanied Hart (who was dressed as and competing as The Blue Blazer for the match) to the hospital, where he was dead on arrival. Lawler broke the news when he returned late in the event and was subdued the rest of the evening.
Jimmy Hart: This trope was the genesis for Hart's Heel-Face Turn in early 1993, after spending most of his past eight years in the WWF as an obnoxious heel, when his wrestlers, Ted DiBiase and Irwin R. Shyster (competing as the tag team Money Inc.) attacked and brutally beat Brutus Beefcake during a nationally televised match. DiBiase took on Beefcake in a one-on-one match against Hart's advice; Hart, in the storyline, was concerned about the legit injuries Beefcake had suffered (in a parasailing accident in 1990) would be re-aggravated. When Beefcake got the upper hand, Shyster came out to help DiBiase double-team Beefcake, beating him so badly Hart got into the ring and tried to get between his wrestlers and Beefcake before Shyster could use a metal briefcase to hit Beefcake. Hart was knocked from the ring and could only watch as DiBiase and Shyster completed the attack. Hart was so angered that he turned face and accompanied Beefcake to the hospital, refusing to leave his bedside until asked to by security. For the rest of his WWF run, Beefcake was a face, and even became his old (in-ring) enemy Hulk Hogan's manager.
For awhile, when Bradshaw was just starting his JBL gimmick, Triple H, who was a heel at the time as well, showed open disgust for JBL (who was portrayed as racist against Latinos), while still remaining a heel.
This trope was also the basis for the Four Horsemen-nWo feud.
Ring of Honor: After Austin Aries lured Jimmy Jacob's ex-girlfriend, Lacey, out of the Age of the Fall, he decided to stalk her by going to a gym that she frequented. The two confronted each other, with Jacobs pulling his signature railroad spike out on her. Tyler Black and Joey Matthews, the two who shot the footage, immediately stopped the video while expressing their disapproval for this.
Vince McMahon himself, who has often been called Satan by commentators, looked shocked/horrified when Brock Lesnar pushed Zach Gowen (a one-legged wrestler) down the stairs. He even tried to talk Brock out of it beforehand, to no avail. Didn't stop him from booking himself in a match against his own daughter months later, however.
In TNA, when Eric Bischoff planned to force the injured Mr. Anderson to compete, Matt Morgan pointed out that Anderson had a concussion, and he might die. Bischoff loudly announced that he didn't care, prompting Morgan's Heel-Face Turn.
Forgetting that it was Matt Morgan who gave Hernandez a "concussion" in storyline and put him out of action for months by putting Hernandez's head between his foot while it was doing the carbon footprint, and the steel ring post, and trying to do the same thing to Amazing Red.
He still didn't make them wrestle and put them further in harms way afterwards, which is even worse. And he also mentioned that he'd learned a lot more about concussions now and understands how dangerous they are.
Kane, of all people — the guy who's twice buried his brother alive and set people on fire — showed this when he stopped The Big Show from beating Ricardo Rodriguez to death after Rodriguez hit Show with Alberto Del Rio's car. There was actually logic behind it: Kane knew Del Rio would press charges against Show, thus preventing Show from going after Del Rio. So yeah, Kane has the standard of not killing someone if it will prevent you from getting your hands on the person you really want to hurt. During the Attitude Era, Kane shows regret when Triple H ducks out of the way of a fire ball meant for him, injuring Chyna. Triple H was tossed of the ring by Kane for it.
Kane also hilariously said that he's a monster, he's evil, he only gets pleasure from murdering people... and even he thinks AJ Lee is insane.
The Miz himself isn't immune to this when he was feuding with Jerry Lawler as he went on to offer Lawler his condolences when Lawler's mother passed away. Makes him a better man than say Michael Cole who openly mocked Lawler's mother's passing.
On February 20, 2012, after Eve Torres dropped the bombshell on using Zack Ryder, she wanted the then-HeelBella Twins to personally record her going to John Cena and crying her eyes out. Naturally, the Bellas were a little bit unnerved at the idea of doing so.
Michael Cole, the same guy who as mentioned above. He was unnerved seeing that Kane had attacked Randy Orton's father, "Cowboy" Bob Orton.
After John Laurinaitis, Lord Tensai, and Tensai's manager treated John Cena (who had a broken arm) to a three-on-one assault, ending with them squashing Cena's arm between a chair and the steel steps, Cole was horrified. Subverted when it turned out Cole was only concerned about Laurinaitis getting fired for his actions. When he wasn't, Cole supported him.
When Laurinaitis fired the Big Show for no good reason, even after the Big Show got down on his knees and begged, not only does Cole not defend Laurinaitis against Jerry Lawler dubbing the act a Moral Event Horizon, he looks genuinely disgusted by Laurinaitis' actions.
Brock Lesnar's general "I'll do and hurt WTF I want, I run this show" persona has really gone over badly with Cole.
He was mortified at Miz's beating on Lawler in one of the final Raws of 2010.
Real Life Writes the Plot: When Jerry Lawler suffered a heart attack after wrestling a match in 2012, Cole's honest and sympathetic handling of the situation received high praise from fans, people in WWE and wrestling media. This led to Cole's Heel-Face Turn as a commentator, which cemented when WWE brought back JBL as a full-time heel commentator. Fans definitely were happy to see JBL take over this role.
And on that note, JBL tends to talk up or generally defend detestable heels, but he cannot standThe Wyatt Family
Brock Lesnar would once again inspire this trope heading into his SummerSlam 2012 confrontation with HHH. Lesnar assaulted Hunter's retired best friend Shawn Michaels and then dragged Shawn out to the ring, eventually getting him in a Kimura lock. Triple H started going after Brock, but Lesnar's advisor Paul Heyman ordered Triple H to stand back otherwise Brock would fully wrench it in and break Michaels' arm. He relented…but then Brock broke the arm anyway, before evading a pissed-off Hunter's chase. Even Heyman looked disturbed for a moment.
In TNA, Tyson Tomko, a guy who was a heel for most of his career, had enough of Robert Roode's abusive treatment toward Traci Brooks. After his victory with Kaz, he decided to give Roode a piece of his mind, and quite a big shove at that too. It was effective and Roode could not (or better say, would not dare to) do a thing, while Ms. Brooks grinned with pleasure. It was one of his best moments, to be honest.
Vickie Guerrero, despite being the bitch she is, really disapproved of how CM Punk disrespected the name of Paul Bearer and even calls him out for it. So as punishment, she pits him against Kane, who attacked him due to his disrespect.
She was also mortified when Vince McMahon let The Shield get away with attacking Kane and interfering during a championship match.
Although that was more to do with being caught between a rock and a hard place; Triple H and Stephanie were pressuring her to control the Shield and not let them interfere in matches, while Vince was rather impressed by the Shield's ruthless aggression. Vickie is a consummate ass kisser who's job was in jeopardy at the time, and was terrified at being in a position where no matter what she did, she was gong to piss off one of her superiors.
On the November 4, 2002 Raw,Victoria went off on a rant about all the violent things she intended to do to Trish Stratus at Survivor Series, and, after Victoria walked away, Ivory said, "Gosh, and they said I was nuts."
Daniel Bryan was a complete dick to AJ Lee, cruelly broke her heart and abandoned her... but when she threatened to jump through a table for attention, even he tried to talk her down.
6/22/2014, in Washington D.C., Wade "Bad News" Barrett went off on a long rant against Dolph Ziggler about how he had no chance of beating him for his intercontinental championship, and that his previous win was a fluke. He threatened that the loss would be so embarrassing, Dolph would be forced to change his name...just like Washington's racist, constantly losing football team.