Its not a one year feud. I think it has something to do with a Cena character change. Brock will move on to Taker, Batista, or Rock (pure speculation). I like it in any way its played out though the whole year long crap lost steam imo...was still good but yea.
Not all programs are the same. The feuds/matches are different. Plus following a huge build and hyped/promoted event like that, it's not suprising to go the other way. Rock also only came back recently more regularly leading up-to the match.