What does Face mean in WWE?
A face in the WWE would be the "good guy". A person who is cheered and liked by the fans. For example John Cena, Kofi Kingston, John Morrison, Christian and Matt Hardy are faces.
Currently, the face of the WWE is John Cena, along side some smaller characters like Randy Orton. It is indisputable that most WWE fans are currently tuning in to see these people. However, some would argue that they have received an undeserved push to become the company headliners. That is something for you to decide on you own.