Creative made a mess here.
Creative made what mess? It was all Punk.
When Punk does a good promo 'omg he's so great, he did that on his own'
When he spouts nonsense 'lolol creative sux, shit material'.
The WHC was, regardless of card position was held respectfully over the last 1.5 years, yes, even during Bryan's run. For Punk to spout that crap, is quite hypocritical since when he held the WWE title, he himself knew how it felt being overlooked.
Now when Ziggler eventually cashes it in or Barett wins, w/e, it will mean much less.
Can you imagine Punk spouting that nonsense to a heel Mark Henry during his WHC reign? It would be quite ridiculous.