Look at Jack Swagger. Remember Ortiz and Swagger were on the rise at the same time? Back then there wasn't anything that special about Swagger and look where he is now! Ortiz, with the right backing, could have been up there with Swagger.
Where? AS the most unover and useless lame duck champion since the days of WCW putting the belt on Jeff Jarrett, Russo and David Arquette? That is due to the booking, but being a world champ is kind of a moot point if your not over and being buried. People like to compare his reign to Rey's, but Rey was over and his reign was a reward for making the company millions in merchandise. The booking was bad, but atleast his "small guy" dynamic made it make sense somewhat.
Even at that, Ortiz isn't any good. Akward on the mic, very average in the ring, certainly not as good as Swagger, and just bland despite looking like a bigger, bearded Carlito with a Rock shoulder sleeve tat. He'd be lucky to still be employed.