I like how they're slowly introducing him to actual competition on SmackDown, beginning with his match against Derrick Bateman. Also, the majority of what he says can be marketable. Such as "FEED....ME....MORE" and what he said on SmackDown this week, which is so far, my favourite of everything he's said, "FEED THE MACHINE".
I can see "FEED THE MACHINE" appearing on T-Shirts in the future.