There are guys that for whatever reason, it's not a good or bad thing, are needed to challenge a champion and look good but not win. It's kind of like Cactus Jack's role against Sting in this amazing match. Cactus was never in line to win the strap back then, but he made a great nemesis for Sting. Kind of in the same way that RVD was a good challenger for Ambrose and Del Rio.