Orton is easily WWE's best heel. People pay to see heels get their ass beat so what better draw than your best heel with the belt? Repeating his lines? Okay, who doesn't do that? Chinlocks? The guy works a ground game and is a minimalist heel which he does on purpose. Orton is being lazy when he is doing that.
There hasn't been just one wrestler that puts asses in seats. It's pretty much been a group effort for awhile.