Daniel Bryan wasn't over because of the booking. He was over because he connected with the crowd and they got into his character. Roman isn't accepted as a babyface or as a top guy mainly because they have over-actively tried to force him down people's throats. Cena isn't even the valid comparison anymore. Roman Reigns the character is essentially just dull. He's not very exciting, doesn't connect with the audience and lacks any inspiring qualities. Yes, he's capable of some decent brawls, is a bit of a hoss, but I don't see what else we are supposed to be waiting for that's going to make everyone go crazy over. He's basically Randy Orton of the mid 2000s.
Surely a top guy has to have something about him where it makes you wonder what he's going to do next. To a point where you wish you could live his life, or at least follow his career. Who would want to be Roman Reigns right now?