Shahid Kapoor for the win please

Might be an unpopular opinion, as an actor I rank him above Vicky and Ranbir (and below Rajkumar Rao). But speaking of commercial cinema, he even tops Rajkumar. He's working with good directors as well (Raj-Dk, Vishal Bhardwaj and Sujoy Ghosh upcoming). His chemistry is amazing with almost all female leads. Then why the hell he's not the one or atleast considered a contender? Why is this PR thing so fucking necessary? I have been hopeful from last 10 years of this country appreciating genuine talent and start ignoring these artificially created PR stories, but nothing seems to change.