He'd work so much better as a heel, like a Samoan Brock Lesnar. He doesn't need to speak, just kick ass and take names. I don't hate him, it's just the way he's been booked is what's hurting him.
They have so many candidates for a top star with Cesaro, Styles, Owens, Zayn, etc. They just can't make new stars easily. Especially since Cena and Orton are both out on injury if I remember correctly.