Now I can't remember where he said it, but I remember Jim Ross making the suggestion that Bray making a face turn could be in the vein of men like Bugsy McGraw or Dusty Rhodes, where a man without the "traditional babyface" look can get over huge with the crowd as a face. Personally, I agree, it's not like he's been getting heat with the crowd to begin with and he's just so delightfully bizarre and deranged that I would actually rather see him feud with the heels.
I don't exactly have much of an opinion on the other two as I don't really feel like I've seen enough of them standing on their own to judge if this is a good idea or not.
He reminds me of the classic "loose cannon" in every good way. I didn't mean to compare him to Austin character-wise. Hell, when I look at him I see what happens when you toss Piper, Pillman and Ledger's Joker into a blender.