They just can’t write a likeable face. They’re all smarmy, pandering assholes.
The only truly likeable faces WWE have are Ricardo Rodriguez and Kaitlyn and one of those isn't even a wrestler.
Other than that... Miz is OK sometimes, and Kofi Kingston is too bland to be a jerk, but yeah, most of them are dicks.
Daniel Bryan manages to be a dick and likeable, but he doesn't seem to be a straight-up face, he's the heel in the rivalry between him and Kane, but in their rivalries with others, he's the face.
Cena has been better lately, now that he's being serious.