His actual gimmick is a face that has to defend himself from viewers' opinions because he gave himself a stupid ass executive role and then played it on TV as part of a never-ending storyline. He is so pigeon-holed with this shyt, that he will never live it down as a face. How many times will he mention the criticism of having the biggest pyro for no reason? What does that do to remind us that you blowing the bank on yourself because you're a VP? Even if it's in storyline...
So when you helped start the company, and you're forced to be a great ambassador for the company, you then have to be on your weekly TV show to capitalize. However like said, he is average when it comes down to it, so doesn't really yield much.
He tryna play that John Cena company man, but you have to be able to back it up...