WWE's alignment system is broken.
Heels are frequently greeted by roars of approval, while babyfaces are booed out of the building. Guys like The Miz are exactly where they should be, but few wrestlers generate the desired crowd reaction anymore, making for a disjointed viewing experience.
The company's refusal to adapt to what their fans want from the product is largely to blame. Audience dynamics have changed, and today's smarter crowds are going to boo or cheer at their own discretion, rather than blindly accepting the company line. This makes the creative team's lives increasingly difficult, but it's their job to evolve in line with these changes, and they're failing to do so.
It's not as simple as turning Roman Reigns heel or Kevin Owens babyface, though. WWE's problems are too deep for a handful of cosmetic changes to fix, and righting the wrongs of an era in which the supposed villains are often smarter and more relatable than the heroes would be a colossal task.
Regardless, it's something WWE must do if they're ever going to create the kind of authentic characters required to drag their product from its current malaise, and address their chronic lack of star power.