They've jobbed him out a thousand times and he still pushes merch and is main-event-caliber over with some crowds. The more they try to bury the guy, the more we want him to succeed. I want to see this guy pushed as much as anyone else (really worried about this finally hurting his viability as a star too) but from the company's point of view I can see how they like using him as a jobber if he'll still make money that way, and find a new guy to push to make money in the main events.
If that was the reason, it sucks but I get it. If the OP is the reason, it's pure bullshit.