#3. He lacks an edge that other top stars of the past had
This is an absolutely undeniable fact about not just Seth Rollins, but a lot of top superstars of today. While we admittedly can't fully blame them, the fact of the matter is that there aren't really any top stars today that have the edge in their character that many top stars of the past.
If you look at all the major all-time greats of the past, particularly post-New Generation Era, you'll find that each of the top star had something about them that stood out and at the end of it, they had an edge to their character that complimented them.
Seth Rollins, unfortunately, does not have this edge to his character. He did have an edge about himself as a heel, but replicating that as a babyface is no easy feat. That could be one of the reasons why they want him to look cool.
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