Crews is getting Sheamus/Roman/Ziggler like booking. Being pushed like a face, who never shows any weakness, and no one ever gets the better of them in anything even.
The only way Crews will lose is tag matches, handicapped, or they will have a match where something happens, much like when AJ was easily going to beat Cena, and The Club joined in, so Cena as far as WWE goes "technically didn't lose to AJ".
^-This is seriously how WWE thinks you build stars, that if you continue that booking, they will somehow magically show character, and build a following....DURP.
Becky, Ambrose, Bayley, and Bray, all examples ofo losing shows more character, that they don't need "Vince's top star treatment" to get over (I could say same for Cesaro, but he never got as over as those 4 are).
There are examples, like Rusev and Seth, but they had very interesting things going on during their title reigns and the winning was part of their character. Rusev won cause he showed major dominance as the foreign invader, while Seth won cause he was using heaters and was chicken shit.
Roman wins for no reason, same thing was for Sheamus, hence why he never really crossed over into the "respect" category, nor did either one become super popular. If someone like Del Rio was a villain in Ninja Turtles movie, he'd get uber over.