I see what you're getting at, and I honestly never thought of it that way before, but I see it now. Good thinking outside the box, btw.
And let me get this out of the way for the people thinking he means he's going to be the next Rock. The thread states TAKING THE ROLE OF, not "trying to be", the Rock.
I can see this as an idea that they may have been attempting, but I also can confidently say it wouldn't have worked like they had hoped if that was their intention. They could have been using the same formula, sure, but Otunga could never pull it off like the Rock did. It could be a good way for him to get that initial "face" pop, but they would have to do something big to keep that ball rolling. Well, that and he would have to tweak his personality. His facial expressions, to me, just scream of a frustrated child more than an inwardly torn individual. I keep waiting to see him stomp to the back, cross his arms, and pout in a corner.
I do think that it's possible they might have thought about using the same formula, and maybe did try. But I see them as probably having changed their mind, this being evident by the changing of the guard between Punk and Barrett. It almost appeared like that direction was what they were going towards, but when they saw that there was no way it was going to be pulled off very well, they switched gears.
I could see that if they had kept that direction going he could have been more of a Virgil, not a Rock. Get that initial crowd support just for standing up for himself, but quickly fading into singles oblivion. But with more work, and a totally different gimmick and attitude, he could end up bigger than anybody thinks. Just not Rock big.