If we look at 2009, Randy Orton was given a beautifully written storyline involving the entire McMahon family
If we look at 2010, Randy Orton was experiencing his first babyface run after an extremely successful build
If we look at 2013, Randy Orton was backed by a newly turned HHH and a better than ever version of Stephanie McMahon
Take into consideration that John Cena has never been given storyline with a great deal of intrigue
Most of Cena's storylines are dumbed down for children to understand
CM Punk doesn't require heavy writing in his storylines either. Most of his feuds were very basic and to the point.
In fact, during Punk's reign I can't recall him getting too personal with his opponent (in terms of insulting family)
Orton has always received 'adult' storylines, because he has trouble relating to children as effectively as the other two
It isn't wrong, just WWE doing their homework with the guy.
In other words, with Orton as champ he receives support both backstage and on camera the other two never received