They don't do anything exciting with Roman.
Royal Rumble was a fucking dud. People loved the Bryan match b/c he got carried by an expert. Lesnar beat the shit outta him. MITB was...eesh. Same problem here. Boring, Predictable as fuck, stale. No swerve, no double-cross, nothing. Roman is more boring and stale than John Cena and he's been on the roster for far less time.
They're trying to make him like Daniel Bryan now, who kept getting screwed over so the crowd supported him. Problem is that was organic and this is artificial as fuck. Everyone can see it, and because of that, hate it.