#2 WWE's inability to create compelling babyface characters
For some weird reason, WWE has a very tough time creating babyface characters that connect with fans in the new era. And if you look at the NXT roster, you'll see that such is not the case at all, because there are a whole lot of babyface characters that the fans are into, from Matt Riddle to Johnny Gargano. It just seems like when the same good guys are called up to the main roster, they have a major disconnect with fans.
Maybe in the year 2019, you just need babyfaces with an edge like Kevin Owens, who dares to speak out against a corrupt system, or Becky Lynch, who has a swagger and style that spells out a 'no nonsense' attitude immediately. Rollins is just your standard babyface, a man who fights to stay at the top, who fights everyone who challenges him. While such was the case with Superstars before him like Hulk Hogan, the modern audience demands more, I suppose.
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So let's assume that Seth Rollins goes up against a Superstar like The Fiend, who's neither a pure babyface nor a pure heel, in the truest sense. He may come across as cooler to the audience than a babyface like Seth Rollins.