Because you like Rose Hathaway in Vampire Academy
Dolores Umbridge keeps her villainy hidden (albeit poorly) behind a sheen of sugary pink politeness. See them in Harry Potter Series.
Marinette Dupain-Cheng is a shy teenage girl, fashion designer, and superhero. See them in Miraculous: Tales of Ladybug & Cat Noir.
T'Challa is a regal superhero with the weight of the world (and particularly his nation) on his shoulders. See them in Marvel Cinematic Universe.
Sephiroth wants nothing more than to seize the power of the Lifestream in order to become a god. See them in Final Fantasy Series.
Warm and caring, Kitty Forman acts like a mom towards all of her kids' friends. See them in That '70s Show.
Bobby Singer is a redneck ghost hunter, but all he wants to do is retire to the junk yards of South Dakota. See them in Supernatural.
Dustin Henderson doesn't let the bullies get to him. He's secure in who he is and that his friends have his back. See them in Stranger Things.
Disgust is a friend who makes sure you stay away from all things gross. See them in Inside Out.
Vanellope von Schweetz is princess of the Sugar Rush game who could care less about being royal. See them in Wreck it Ralph.
There can be no doubt that Ben Linus is a huge liar. But one man's lies are another man's necessary steps to protect his people. See them in Lost.