But if he won all the time or had the perfect gimmick, people would complain that he's boring and that he is Cena 2.0 or something. I'm not going to go digging up posts, but I recall seeing people griping about his Kane segments with the doctor in here, because they were overdoing it. Pro wrassle fans are near impossible to keep happy, so maybe that's why WWE doesn't try. As long as that 5-12 demo keeps buying Sin Cara masks and John Cena shirts, who cares about IWC?
You didn't see people complain about Rock and Austin winning all the time during the Attitude Era. Because people wanted to see them win! They had great characters, cut strong promos, and had very good in ring matches.
Cena is none of the above. Bryan is all of the above, Punk is all of the above.
Not to mention Cena has been in this spot for 8 years now. I bet if Bryan was still doing the same old schtick 8 years from now everyone would be sick of him too, but the point is, he's been pretty fucking over since two Wrestlemanias ago, and he still hasn't WON THE BIG ONE. It's time. It's been time for months.
But it's not gonna happen.