Thing is, Bryan didn't really move the needle, either. As popular as he was to live crowds, and as much as the YES chant caught on in mainstream sports, ratings and buyrates didn't move with him. And when you look at PPV buyrates and ratings, Punk didn't move the needle much either.
Every PPV headlined by Bryan did the same or fewer buys as the year before. The same with Punk. The only PPV buyrate that improved with Punk was MITB right after the pipebomb. Being over to live crowds or even selling a ton of merch is not a true indicator of being a draw in the literal sense, as in getting people to come to/watch the shows more than if you weren't there.
Bryan's retirement speech popped a bigger rating than anything he had been involved with as a wrestler, which is weird, but that's just how it goes sometimes.