The fans still respect Goto and cheer when he wins, but it's pretty telling that he can wrestle Okada, a heel, and have the crowd about 80/20 in Okada's favour throughout.
Okada has character, Goto's just this stoic, super serious guy and it's hard for people to get behind him. Ishii's similar, in that he doesn't seem to have much of a personality, but he's the underdog and a cult favourite who the fans want to see pushed. I don't know if anyone wants to see a Goto push. He NEEDS a big push, but it's not something anyone's anticipating, imo.
Ishii is the veteran who is finally getting his shot after being on the roster for so long and the fans recognise it. I think Christian pre-World Title win would be the WWE equivalent. Or maybe current Mark Henry, after wallowing in the mid card for so long he finally figures it out and gets over.