They always say in wrestling guys are best at getting themselves over when they can be themselves, with the volume turned up.
Look at when Michaels was saying in 97-98 he wouldn't lay down for anybody....he really wouldn't, the guy he was on screen, the cocky degenerate was the guy he was backstage by all accounts.
Orton has been labelled a dick for years, he can't play a face well because he just isn't a likeable kinda guy.