i know guys dont like to hear it but reigns just screams main event while ambrose and rollins dont
the guy looks and feels like a star he just has "IT"
the wwe title just looks right on him
We live in an age where the phrase "looks like a star" has no relevance at all with the crowds and viewers anymore, and it most certainly doesn't always equate to having the "IT factor". The IT factor is undeniable charisma where the crowd is just compelled to you. We have yet to see a crowd really take to Roman Reigns outside of a select few instance where he's booked to dominate everyone like a beast, break records (like the Rumble eliminations), or he's the lesser of two evils (Royal Rumble vs Batista), but other than that the crowd doesn't really care all that much about him, at least as of yet. He's not relatable to the majority of viewers and paying audience members, due to his movie star good looks, and the crowd can't empathize with his journey because he's been positioned as the obvious choice since his debut.
The only way to get over huge with the crowd in today's era is to either be incredibly talented in some fashion, or be very unique and constantly evolving. Reigns, so far in WWE, is an extremely generic alpha male character with average ring skills, poor mic skills, and very little charisma thus far. His strengths include great execution on 4 moves and his look, which he was born with. Outside of that it's difficult for anyone to call him elite at anything.
Bottom-line, if you don't possess either elite wrestling talent and charisma or an elite unique gimmick, you're not going to be that over in current WWE. So Reigns has a lot of work to do, and hopefully WWE is well on their way to figuring that out before they feed HHH to him.