EVeryone will say WWE dropped the ball, but he got a pretty big push and wins and was only kind of over. He cant really speak English and isn't so imposing or have such a crazy look that he can get away with no talking. It just didn't really work.
I can't think of any time when an IWC favorite got a big push, it didn't really get over or draw anything, and people critical of WWE acknowledged that the guy just shouldn't have been in that spot. They'll even swear that CM Punk somehow didn't get pushed enough, or that Kevin Owens would've gotten over as champ if they didnt fukk it up.