The problem really stems from the fact that the company doesn't understand what a babyface is meant to be.
Your face is meant to be the protagonist of your storyline. The audience is meant to identify with them. They carry the watcher through burgeoning conflict and resolution of conflict. But during the attitude era - where the villains were the cool guys who everyone wanted to be so the babyfaces needed to be the uncool, shytty foils - it flipped everything around and the company lacks the desire, nevermind the understanding, to loop it back rightways.
And it's unfortunate because in the political climate of the world as a whole, it would work if done right. But they are intent that a babyface has to be a nutless competitor who lacks agency and simply allows things to happen to them. And as a result, it leads to a situation where any time the crowd gets behind someone, it's when that person is a 'heel', almost solely because they want the person to have agency, but also to reject allowing things to be done to them passively. People like heel turns because it means the person is finally going to nut the fukk up. Which is stupid. Because your babyfaces should be the one out there refusing to allow shyt they disagree with. They should be the one who march up to the chickenshyt heels, tie them in knots and win the day. Not viciously or without sportsmanship, but also not...
Babyfaces these days are idiots for the most part. They have to be for the simplistic storylines major wrestling runs.
Sad thing is, when they happen on a legitimate, true face - NXT Bayley, for example - they spend so much time shytting on the character and destroying them, they become impossible to root for. So what happens? People ask for heel turns. People were calling for a heel turn for Bayley, bruh.
All it would take is for someone to debut, be good at what they do, rack up some wins, run afoul of a heel that actually operates as a proper antagonist and villain instead of trying to be smarmy and cool, and let them clash. It's writing 101. The face loses? Fine. They get up, they become better, probably without interacting with the person that beat them for a while, so when they do clash back against each other, there's excitement for it. And the face can win and the viewer can know that the setback made them stronger. It is the easiest shyt in the world. Ain't nobody ask for a Goku heel turn the first time he got his ass kicked and he fukking died. No. We got training montages. He put in the work. He came back and he wrecked shop. And motherfukkers cheered.
It isn't hard. People just don't want to do the work because why bother when you can have all the antiheroes!!!!!
Answer: Because the antihero thing only works for certain people. They tried it with Roman for ages. Never caught on. But you take your time, build that man up like someone who is good at wrestling, loses sometimes, has to dig deep and become better, even if it means falling down the card and needing to bootstrap his way back up it... then by the time he's holding that title, he damn sure isn't getting booed.
It's no coincidence that what I just wrote is the actual trajectory of the last two organic babyfaces the company made - Becky and Bryan. Also no coincidence that the WWE thought they were heels even while everyone knew they weren't.
tl;dr: Wrestling companies are still caught up in the 90s and don't have the patience or desire to make babyfaces. And it's ruining their own storytelling as a result - because it really isn't that hard.
