I thought he was the best choice to end Punk's reign back in May/June. Personally, I loved the finish of their OTL match, but this should have set up a one-on-one rematch where Bryan managed to win the belt. But other than this, I don't really think WWE have dropped the ball with him per se. People may not like to hear this, but his smaller size is gonna hold him back in some way or another. He's likely never gonna be a long term main eventer, but rather someone popping in and out of a few main event matches here and there, at least beginning at some point in what looks like the near future. Look to him dropping into the midcard any day now (well, technically he's already there, he's never main evented a PPV yet.)
Personally, I don't care if he wins the world title again, I think he could do a lot to bring credibility to the IC or US Title belts. I'd love to see Kurt Angle come back to WWE and feud with Bryan. A couple of years ago, when Heyman nearly took control of TNA and Bryan was 'fired' from WWE, Heyman mentioned one of the first things he would have done is build up to a Bryan/Angle feud. It would have been awesome.