A Ryback question

A year ago, this guy was on a tear. Had a catchy catch phrase and even main evented a couple ppv's. What happened? All of a sudden, WWE took his balls, edited his theme music and gave us a crappy version of a heel. Now he's barely a midcarder playing tag team with an even more unlikable character in Curtis Axel.

Any backstage words on why Ryback got neutered?

I'm probably in the minority but I enjoyed the "Feed me More" Ryback.