I'd argue the reason they tried so hard with Roman is because they were fully aware that he COULDN'T be the next Cena or Rock, which made him ok to push incessantly.They tried very very hard with Roman. So if that's true it's a recent idea.
Of course it's true. We've heard about this backstage for years, and it explains why whenever a guy like Bray Wyatt or Daniel Bryan or CM Punk get huge, they try to cut their nuts off. This happens too often for it to be a coincidence.
It's unbelievable to think about the thought process in this company. They don't want to make stars because they're afraid they'll leave, so instead, you have guys like Moxley who are leaving because they won't make them stars. They're SO fucking STUPID. Great, so they leave, so what? Make new ones when they leave, you old fucking idiot.