Build a guy up to the World Title by having him lose all the time!
Yup, that sounds like typical modern day backwards booking.
Hell, they did it with Ryback too. When was the last time he won a big match?
The original report says that they were doing it so that Ziggler has viable contenders. Since everyone has beaten Ziggler, they can now stake a claim to the title, challenge him, and Ziggler can get all his wins back.