You guys all seem to be forgeting the most important point...Goldberg sucks.
Here's how it goes: They sign him to a multi-million dollar deal, 2 months later the aura is gone and he's exposed as a bad worker (ala Steiner), then he's back on the shelf...Vince learns, like he did in 1996, that there is no quick fix and he starts building up homegrown talent.
The thing is I've never seen a heel Rock. I was watching WCW. By the time WCW started driving people away, Rock had turned face. He's been face for, what, 3 or 4 years now? Bleh. I bet you he won't make it to X9 without a heel turn.