Officials aren't happy with his ring work? Since when has sucking donkey dick in the ring meant anything? It's all the other qualities that someone has (look, aura, charisma, personality, mic skills, etc.) that makes them a star and Ryback certainly has the look. He doesn't have that special kind of aura that guys like Goldberg had, but Batista didn't have it either when he first started out. It was his booking that made him a big star, and therein lies the problem with Ryback. He's been jobbed out in just about every feud he's had (Punk, Shield, Henry, Cena, Punk again, etc.)
IMO, the best thing they could have done with Ryback was to have him drop out of the WWE Title picture immediately after HIAC last year and keep him as a monster babyface (him going after the IC Title would have been fine.)