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He's gritty. He's not your usual cartoony heel. He's a dick that says all these reassuring things about his family and this being just a day at the office. In the ring, he muscles guys around effectively enough that he does look credible. He also pulls off some pretty athletic stuff, so it's not fair to say that he is out of shape, even if he looks it. He's built his body for practicality, and not for fashion.
The dude might not look like a bad-ass, but he is a bad-ass. Aesthetically, the dude doesn't even wear proper wrestling attire. He just puts on his fighting clothes and goes and fights. There's an accessibility there that people can latch onto.
Plus he's a great chickenshit heel. It doesn't always make sense for a bad-ass to run from his opponents, but the way Owens does it makes it seem like strategy, with a little aura of "maybe this guy can beat me if I'm not careful." He sells his opponents in the ring, even as he cockily no-sells them on the microphone.
I haven't been as into the act as others, but I'm genuinely excited to see him work with Cena. I think he's an anti-Cena type that we haven't seen before. I think they could become great rivals. And the dude has apparently got himself into better shape, and he likely will continue to do so as he goes on.
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