Roglič is a great example, i.e. I fought an uphill struggle against negative opinions of Rog back in September 2020 when people said he was a cyborg riding on rails. Anyone who knew him & knew his career could say that was the opposite of the truth (he was human & he cracks, like in the 2018 Tour or the 2019 Giro), but people had made up their minds based on the Tour 2020 alone. Then the greatest thing to ever happen to him (a gift of sorts) happened: La Planche des Belles Filles. It was a massacre which overnight made him likeable to people who'd hated him. Then his legendary Liège victory two weeks later was greeted with applause & celebration.
Moral of the story? To be popular, a rider needs to suffer & lose, for real. Not half-crack, not say "oh I suffered so much it was so hard blablabla", but actually lose for real. It doesn't matter who he is, what his name is or what his team's sponsor is, people need to see human suffering on a bike.
Roglič, Bernal, Pogačar... are humans. It's something Jumbo & Vingegaard cannot achieve until they lose properly.