He isn’t lulling anyone into anything. The funhouse stuff is a whole other universe that has not at all connected with anything that happens in the ring.
No other wrestler is selling sweater Bray as some other anything. It’s just Bray being entertaining, while fans read way way way WAY too deep into it.
The only thing of actual consequence is The Fiend, and The Fiend is dull. It’s Kane. We don’t need another Kane. He doesn’t talk. He wears a mask. He squashes people.
Go back and watch the build with Finn.
FFH Bray clearly told Finn that everyone at the funhouse is a big fan of his, but the fiend is no man and isn’t. It’s not for the fans, there’s clearly an element there for his opponents to digest.
Finn has no idea what to expect at Summerslam after the FFH despite encountering the fiend.
The FFH is being used to flat out WARN Seth and Braun of the impending hell coming their way.
To call Bray a “Kane gimmick with less fire” is an oversimplification of a clearly multi-layered character that Bray himself has come up with (with the help of Taker, Heyman, etc), Vince has very little part of, and a character that has had one match and been live in the ring or ringside area about a handful of times thus far.