The question is "Why". Why should WWE give time or use a generic pointless guy like him?
Because they chose him. I never advocated for Brad Maddox to be anything other than a referee, but WWE made their choice, and they may as well see what they can milk from Maddox in terms of heat and performance. Better to build him up, then feed him to the faces if it doesn't work, rather than simply crush and discard him straightaway. I think there'll be more to this story.