Oh he absolutely shouldn't be the face of the company. However bad Dean might be in the ring, he's that much worse in interviews.
I'm just saying it'd be nice if at least one of the Shield boys didn't have some glaring weakness or hadn't fallen prey to horrendous booking.
The actual problem is none of the Shield guys are good at WWE-style 20 minute promos. Notice how they were all their most over when the most they did was kill SOB's, do quick promos in the back, and have awesome matches?
I mean, Roman's issues are well known on the mic, Seth continually does his best Triple H impression as a heel and fails at that, and Ambrose is again, perfectly fine in short bursts but terrible in long form promos.
Now, of course, a smart company would realize this and think, "oh, maybe we should change our style."
It's a misunderstanding that the Austin podcast damaged Ambrose in the company's eyes. If that were true, he would have lost clean by pin or submission since he was champion but he hasn't yet.
As of right now there's no real "top guy" in the company like before and that includes Reigns, Cena (since he's part-time) and anyone else. It's just dudes who work for the company.
They're not going to job him out, but they're not going to trust him to be the new Guy like some people thought during his initial face push. He's going to be a Jericho-like figure in the early to mid 2000's - protected, pushed well, but never trusted with the top guy position.