It's his destiny. He doesn't even speak English. He's just another big foreign guy. They always have and always will be built up as monsters and then used for a face to overcome in some filler feud. He will probably be Bryan's first filler "big man" feud in a long line as Bryan becomes more and more like Cena.
I mean, either way. Do you actually think WWE has long term plans to make Rusev a main event mainstay? It's never been the case for ethnic giants. He's destined to job to Cena, Bryan, or Reigns. And at this point, Cesaro and Sheamus are very likely.
If you mark for this guy: be afraid, be very afraid. Nothing makes him different, fundamentally from every one who has suffered the same fate before him.