A play by play announcer cannot have a heel persona, especially someone who changes. If you notice Cole has always been pro Cena, face Hunter, Taker and all the big names, but he ***** on the midcarder faces, it creates a weird situation where his character goes 180 from angle to angle.
My father said the best thing once, when my favorite football team (thats soccer to the americans) lost, after winning the first game 3-0, they lost to a lesser team 4-0, i was upset and he told me "why are you upset?", i replied "well we lost", he shook his head and said "look at them (the players), they dont look like they care that they lost, so why do you care?" and that sums WWE and the commentators, if Cole dosent give a flying **** then why should i? If Jerry Da Kang Loller cant even muster a fake laugh or feign some sort of interest then why should i?
"LADIES AND GENTLEMEN welcome to the longest running weekly television show of all time, Mondee Nite Raew!!
"Tonight the super nerd Daniel Bryan goes up against the aging, past his prime Booker T, yes sir! Tune in and watch RAW yeaaa!"
Why? Is nobody listening to this? Does nobody in that company raise a hand and asks "why are burrying our product?"
Thats what was different in the Attitude Era, they had to make WWF stars look better than WCW, even the untalented and lousy ones like Xpac, Blackman and countless others were made to look like they beat up the entire WCW roster.
Today there is nobody to look better than, instead its more internally, the Cenas, Ortons, Takers and Hunters are made to look good, and everyone else is left to rot. That kid who splooged in his own sock in the first American Pie movie looks cooler than most of the wrestlers on Raw. Ryder is calling his pops cause he is scared, Miz looks and is told he is not a tough guy.
So it is not just Cole, the whole company and the general booking is not really focused on making anyone but the top of the top look good, this is fine if that top was in their prime, but other than Cena and Orton, there is nobody else, Taker and Hunter are part time wrestlers. If they had 6+ main eventers/superstars it would be fine.
Just last Raw, Ziggler put his finishing submission move on Cena, who then proceeded to simply shake Ziggler off as he was a lightweight and just walk away.
Michael Cole is just the loudest proponent of this