I wonder if, by some bizarre twist of logic, Triple-H somehow believes himself to actually be a face. Maybe he thinks that by just being a "badass" (note my use of quotes) that he'll get over with the audience like the Stone Cold of yesteryear. After all, that was how Austin got over. He was actually a heel back then, and a particularly good one IMHO. But the more vile he acted, the more crowds loved him. So maybe, just mayyyyybe, HHH thinks he'll get the same rection just by being the Game-uhh.
Or, more likely he's just a raging egomaniac who's running RAW into the ground just to satiate his own....umm....ego. (I couldn't think of a better word)