I'm about bar-b-que a couple of sacred cows here; but let's look at Dolph Ziggler. Besides his name what the fukk is he doing? He can wrestle VERY well, a great wrestler I believe. But that's not an aspect of his character. He's just another cocky white guy heel. Same shyt for Cody Rhodes. He's been NOTHING since he lost his mask.
Epico and Primo are heels. Do they even have a character? Swagger?
This part I co-sign 100%. Dolph Ziggler and Cody are good talents but as far as characters/heels they are generic. Just cartoonish cocky mannerisms and cheating in their matches is why you're supposed to hate them, like it's 85.