He was booked really bad as champ. It seemed like they were pressuring him to intensify his promos, cause he started shouting a lot during them trying to seem more imposing or something. It backfired cause he seemed so out of character. Joe was always one of those bad asses who just dealt with you in the ring and smirked about it afterward. The forced promos really ruined his image.
Then he had a weird feud with Booker T if I remember right. I think Booker even stole his belt at one point and it just seemed so lame cause Joe even gave a promo once where he told Booker to just hold onto it until the ppv match. Umm like what?? Fight for your belt man. I think thats how it went.
DUD. It came 14 months too late then they booked him as a whiner and gave him pretty much nothing but bad pairings on PPV. His best PPV defense was probably the No Surrender 08 against Christian and Angle, which was good but not as great as it should have been considering the three involved. Also had a good defense against Kazarian on TV in June of 08. The Booker T matches were very hideous though.
Nash fucked everything up exactly like when punk went over cena at MITB. He was never the main focus.
The reason why we don't get fresh ideas and promotions rising in American Pro Wrestling is because the majority of the community is happy with the same old shit and will reject any chance of change. There is a risk in doing new things, 9 times out of 10, it leads to 50+ pages of bitching and moaning. While business gets turned into a dictatorship and more and more out of touch. Support the indies, support New Pro Wrestling.