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Having him feud with the likes of Cody Rhodes, Christian, Daniel Bryan and The Miz right now would be a great way to make the title look even less prestigious.
Those are all US/IC level guys, sure they can be built (back) up to be more of a threat, but not right away. Have Ziggler go over guys who are already established first (Orton, Sheamus, Jericho, Big Show), make himself seem "Main Event" and then once he's at that level you have him giving others the rub. You don't just dump two upper midcarders in a feud with the belt and hope for the best.
Granted that's basically what they've done with Swagger, but Del Rio and Ziggler are at that "almost" stage so it's not too bad. He definitely needs to beat some credible guys next though.
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