Wrestlers tend to get demoted for going off script when they're not intended to be pushed. Look at Zack Ryder, I personally didn't think he was much good but the company buried him out of spite. There are plenty of other examples too, I believe.What he has is balls.
The WWE honestly needs someone in their ranks who is so confident and cocky in their ability that they're willing to go off script, get eyes on them and make the company a lot of money. The last person they had who seemed to have that type of attitude was CM Punk in all honesty and we all know that he isn't the biggest guy nor even a fighter.