The Rock seems to have gotten the message after "Fast Five". His next few movies are Action based. He's even headlining the G.I. Joe Sequel:
I think some of the blame has to go to THE MATRIX cause after that movie making Keanu an Action Star it seemed it was the end of the "Muscle" Action stars for the "Regular Guy" Action Stars.
Why blame Matrix? Didn't Die Hard start the "Regular guy" action shyt (no offense to that series at all btw)?
After Die Hard there have been a plethora of "Regular good guys stuck in a fukked up scenario with all odds stacked against him against gully ass fukk bad guys" that came after.