^^ I think he meant he wouldn't put in as much effort. Look at how he win's his title defenses, pulling Edge/Jericho out of the ring, and picking up their pieces, cashing in MITB on a destroyed Y2J. It's not like he's really been doing what he has to do talent-wise. He's just been oppurtunistic, and capitalizing. The losses are to show that Swagger, despite being the face of SD!, isn't still at a champion's level of talent. He's still young, and not as good as some of the older guys, but he takes oppurtunities, and that's what's been getting him by.
I've said it a bunch of times, but I would LOVE for Swagger to be long-term, and him turn Face wanting to prove to the world that he is a real champion, leading to rematches with Undertaker, Randy, and JoMo, but dropping the belt to the young JoMo who can bump up to ME status briefly in the Summer to entertain the crowd meanwhile HHH-Cena-Tista-Taker are gone.