Blandness comes from being micromanaged, not lack of talent.
Look at Ambrose and his mic work in the early days of the Shield, his Moxley stuff, hell even his promo with Seth the week before their Raw title match. But for the past years they've wanted him to be a wacky cartoon character so that they can sell his t-shirt to children.
Sami has had nothing to do but punch Owens in the face for the past 7 months. What kind of "character" does he need? Owens stabbed him in the back and put him on the shelf for 6 months. He's a guy standing up for himself against a bully. And that was enough to put on a 4.5-star match.
Storytelling should be simple, not slapped with bells and whistles. Not everyone needs to be The Rock. Orton is one of the most vanilla guys in the company, but he's still crazy over and draws money for the company.