While I agree with Cody's ceiling, dude has cut some great promos in AEW. His promo against Jericho this past January was very well done. Promo skills are rare, and I do think Cody has them - he's better than 90% of everyone else in the big leagues. He's just overshadowed by guys like Jon Moxley and Eddie Kingston, who can spit magic on that mic.
Also, Ambrose was not a failed main eventer in WWE. He was absolutely white hot at times, and was clearly the "one" from the Shield during their multiple runs. It just so happens that Rollins and Reigns also found their niches.
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