It's been shoot from management ever since Stone Cold did it. Cena called him out too back in the lead up during No Mercy.
As a fan, Dean's laziness (really more complacency) is annoying because you know he's capable of better than the piss poor performances he often puts on. But, I get it.
Management can be mad all they want, but the fact is, Dean is one of the most over dudes on the roster. He draws, pushes merch, works an ass load of matches, and even appears on Total Divas even though that seems like the kind of thing he'd hate. Dude makes the company a ton of cash, and has moved himself into a position where he's indepensible. So why try if you don't have to? Dean can go out and put on 4 star matches every night, or he can drop a figurative deuce in the ring. Makes no difference; they gon cut the Lunatic Fringe his check either way.
I'm sure they'd like it if Ambrose was Cena-level company guy, going above and beyond for the business, but that clearly ain't his style.* Again, as a fan, it's irritating because I don't wanna see Dean matches at all. But like I said, I get it.
*This is also why I can believe Dean when he says he and Cena don't get along. Dudes come across like total opposites.