He is short and he has narrow shoulders. His back is also narrow and that side chest is terrible. Phil Heath is an awesome bodybuilder, and maybe got the best arms on stage right now, but thats it. People likes him because of his smile, arms and beautiful six-pack. Sad but true.
And I forgot: Also big reason why people like him is that he is so nice guy. Very nice and attentive, always smiling and ready to take photos etc., but guys - this is not Ms. America.