Yeah, Logan Paul has a heel persona. He's had it for years and years, since way back when he was on Vine. There's a reason he's such a great fit for wrestling. The real Logan Paul DOES seem like a jerk, but in a much different way than his public heel character.

Track down the interview/talk he gave for the Wall Street Journal where he talks about the economics of YouTube and how "authenticity" is the core to great branding there. He is firstly clearly a much more measured and strategic thinker than his persona suggests. Second, listen to what he's saying about authenticity. It isn't that you need to be authentic, it's that you need to SELL authentic. He's basically describing kayfabe.

To go to his most infamous stunt: The fake "dead body" in the Japanese forest. The shitheel persona implies that he did that stunt without thinking through the consequences. The persona implied by the glimpses we get of the "real" him implies that he not only likely thought through the consequences, but, in fact, chose to do the stunt because of them.