Roman has what it takes to be a top guy in terms of in-ring and presence and all of that. I even think based on the outside media I've heard him do he could be a force if he had a little more freedom on promos. The problem has been awful booking getting him there. Fans want to feel like they were part of that climb, and that they played a part in the wrestler getting to the top. That dynamic is completely missing with Reigns. There's nothing really to share when he's victorious, because no one was ever allowed in. He's meant to receive admiration for his hair, not empathy for his heart. That said, he's the top heel to people who want to boo him and the top babyface to people who want to cheer him. He's already in that role. He has been for a long time, and will be for a long time. In that sense, it's working.
I just find it humorous that "business is fine" is the reason WWE isn't seeking changes. Business being fine with Jinder Mahal as champion on one side and a guy who does a six minute title defense in his first match in three months on the other, which means they could put whoever they wanted in those spots, book whatever shit they wanted, and not really see any difference. (One could argue they have to an extent, even if there are definitely lower periods for the company aesthetically, and there are a decent number of feuds clicking at the moment.) I'd prefer an optimist streak where they just go all the way giving their fans what they actually want to see, realizing business is not going to change no matter what they do with rare exceptions. If Jinder as champ doesn't prove there's no bottom to drop now, what does?
If Roman Reigns sells more merchandise than any other full timer and gets the most consistently strong reactions on TV every week, how can it be determined that pushing him isn't giving the fans what they want?
Outside of that, how do you determine it? I certainly don't think they should be booking for smarks 100% but really WWE have already made loads of compromise in that direction. Seth Rollins, Kevin Owens, AJ Styles, Finn Balor, Sami Zayn, Shinsuke Nakamura etc are all pushed as stars (to one degree or another) and they're allowed to wrestle in a very similar style to their independent careers. They're created NXT as a workrate promotion that also has goofy gimmicks that get over with that segment of the audience. What more should WWE really do other than junking half of their audience and turning into a mid-2000s ROH revival promotion? That's not a show that I would have any interest in whatsoever considering I find Roman Reigns, Braun Strowman, John Cena and The Miz to be consistently more entertaining than all of those I listed earlier with the exception of Styles.