Wrestling fans are too fickle and short on patience these days. Bryan is hugely over and probably even more so after the Rumble. He'll be champion, it's a slow build and WWE knows that when they finally put him over it's going to be huge. Hell, he's probably more popular now than he would be as a champ. He's playing the underdog role to perfection, as is the storyline, and people are being sucked in. Which is exactly what WWE wants.
Someone noted that this may just be fans frustrations with nearly a decade of Superstars getting the rugged pulled out from underneath them for one reason or another.
Not saying they would all be Superstars, but there were a lot of people who just kind of tasted the main event then dropped back down for the likes of Cena, Orton, Batista, Triple H and the Undertaker.
Not that these folks didn't deserve those spots, but WWE is essentially becoming everything they criticized WCW for during the monday Night Wars.