The problem is that in a world where wrestlers are on Twitter and Facebook, Bray Wyatt makes no sense. When wrestling was an enclosed world, somebody like The Undertaker or Kevin Sullivan running a cult made sense.
Now, where every mark can see a post of Bray Wyatt celebrating Christmas w/ IRS & Bo Dallas, there's no mystique. And with no mystique, there's no character.
Unfortunately, the WWE is in this weird place where they're trying too hard to be set in the real world for people to separate the characters and actors like say, in Game of Thrones. After all, you don't see Lena Headley making twitter posts going after Peter Dinklage for killing her son, like you see guys on Twitter occasionally do.