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The only thing I can think of with Ryback is "Bobby Lashley syndrome." Vince hasn't wanted to really trust anyone without "breaking them in" for about a decade now. He took some chances with Brock Lesnar and Bobby Lashley, and they both eventually walked out on him. I can imagine giving Ryback a MEGA push would have made him feel like he was putting his heart on the line again.
That being said, I'll re-iterate what I've said about Ryback all along -- I don't think he's anything too special. He got over because of a tried and true formula -- not because he's some sort of magical professional wrestler. He wasn't THAT over. He got an initial pop because he was someone different. Crowds would have soured on him super-fast. That doesn't mean you have to book him into oblivion either.
The change is needed. Back to square one with this guy. The Social Outcasts are basically lined up for this guy to tear through.
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