Why does he suck while other asshole characters like Master Shake work perfectly?

1. Because the viewer is supposed to sympathize with him and root for him despite him being an asshole, unlike Master Shake
2. Because he is a self-insert Gary Stu for his fedora-tipping retard creator, unlike Master Shake

Is that Dobson?

He's too obnoxious, too cynical and rarely faces consequences.

In the first 2 seasons I liked him but the 3rd season proved how close he was to being unlikable.

He's the same character he was in the first two seasons.

They are both assholes but Shake is a retard who regularly eats shit as a result of his actions but is always way too prideful and stupid to back down, no matter how bad it gets for him which is funny. Rick is an ass-hole who is portrayed as always being right but they constantly try to portray as some sort of sympathetic misunderstood individual, as if him having depression excuses all the shit he regularly pulls. Asshole characters are funny, but don't pull a 180 and try to make people root for them after already establishing that their entire character is being an irredeemable psycho.

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I think they need to humiliate him more... It's the other side of being an arrogant jerk. Show a silly more vulnerable side of him. It seems like they try to this but dont lean into it enough or make it into too much of big deal... Just show me rick fuck up and look stupid and be a goober... Tone the "genius" thing back

I think the Purge episode might be one of the best because they disarm Rick so well and leave him fighting to survive because he got too greedy.
Same with the microverse episode.
I guess Pickle Rick is an okay example of this except that one isn't funny at all.

Shake's a loser that Frylock, Meatwad, and Carl can tell to easily fuck off and quit bothering with them.

Rick's a loser who'll seek to get even with whoever wronged him at any cost even if it's in spite of himself. (freeloading off of Beth and Jerry while Beth consistently takes his side, destroying Morty's universe even while accounting for Morty's selfish desires, Jerry in S3 getting a few over him even when he was right about Jerry in The Whirly Dirly Affair)

Nailed it.

Shake frequently gets what's coming to him. To an audience that's satisfying because life frequently doesn't play out that way
It's like a joke. Set up the punchline, you expect a payoff

Rick is an asshole that makes everyone around him miserable. There is no payoff for the audience. Everyone in the show rides his dick. That's not satisfying