If they keep having him get screwed over for losses, then it gets to the point where that becomes his thing. No point in watching him in any main event because you know they'll have him get screwed over.
him being in the championship picture is good recognition for him. The guy is 31. He will be eventual champion next year (I think he will get the World Heavyweight Title first). Why you acting like his career is over? yeah he got screwed by Maddox, likely will get screwed in his match with Maddox and triple threat with Punk/Cena, but its not the end for him. Period.