What the hell happened?(Maven)

What the hell happened? Maven was doing so well with his heel turn, and was getting the most heat on RAW... All of a sudden he jobs to Benjamin and Batista in two quick matches!! Then Maven introduces us a new finisher and it looks like thing are turning around for Maven... But just when things start looking up he is taken of RAW completely, and is back on heat!! Why has this happened? Does the WWE dislike Maven because he was tough enough competitor, and he is not natural? Whatever it may be they have to push Maven he has proven despite his background he is great!!