When they dropped the ball on you when you're been champ 3 times, it's ok, you still have a room for you at the top. That's when they start doing that before you broke the ceiling..
Or maybe they're just changing things up a little so you don't get wastes of time such as multi-time World Champions Shaemus or ADR.
Owens has been on every PPV since he showed up on the main roster. For perspective - the last person to go a full calendar year being on every PPV was The Undertaker and that was when WWE ran significantly fewer PPVs