I liked Allard. He was mad, but it seems MS basically hid him from public view after one too many instances of getting wrecked and naked at a press party. Then they had Moore, who I was also fine with, he was likeable, he clearly knew his games and had strong feelings on the subject. You can see that still now when he's interviewed about his job in charge of EA Sports, it's just as important to him, if not moreso, that each FIFA reviews well and people enjoy it than it sells a bit more than the last one.
The key word is 'selling' though. At events like E3, those guys are acting as salesmen, not business executives. Salesmen have to be likeable, or else you're not going to want to buy their products. Nintendo struck gold with Reggie, who's a larger than life personality and grabs people's attention. The same goes for Sony and Tretton, though his shtick is the slightly nervous, down to earth guy that people can relate to. Microsoft are yet to find a guy that can't pretend he's not a complete cock for a couple of hours once a year.
To be fair, they are selling home entertainment devices, not performing stand-up. Why does everything have to be so personality driven?
Successful business man does not resonate with nerd shocker.
Since him though, it's been rapidly downhill.