WWE doesn't want big stars anymore. After The Rock left for Hollywood they made sure of that. John Cena is likely the last big name star you'll see. The WWE brand itself is the star now.
As for Steve Williams, that dude was never going to be a star in the Attitude Era, I don't care how popular he was in Japan. Why would fans care about him over Stone Cold, The Rock, Undertaker, and others? What set him apart from the rest? You can be booked as a star but that doesn't mean the fans are going to accept you as one. Just look at Roman Reigns.