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They got impatient with Ryback and pushed him into a zone he wasn't ready to occupy. Then he lost to Mark Henry at WrestleMania. Seriously, what the fuck? The heel turn sucked and the best thing he ever did was team with Curtis Axel. They turned him face, and it looked like he might be cool again, but that lost steam and the WWE actually kayfabe fired him, as if to say "this guy doesn't matter to our bottom-line."
Random thought: I'd rather see black trunk killer Ryback against Roman Reigns at WrestleMania than Triple H vs. Reigns. Have Ryback become the personal hitman for Vince McMahon, who fawns over what a sexy specimen he is. Show Vince working out with Ryback in the gym. Bring up Ryback's desire to be at the top and drawing vision boards as a reason for him "selling out." Have Ryback kill The Usos in singles matches heading into Mania, with Vince dancing around ringside as he does it.
Reigns and Ryback beat the piss out of each other at Mania, and Vince gets Scott Armstrong out to do something screwy when it looks like Reigns is FINALLY going to put Ryback away. The Rock then gets involved and gives a Rock Bottom to Ryback, leading to a new referee counting the pin. Ryback then spends the next few months calling out The Rock and telling him that if he ever sets foot in his WWE again, he'll kill him dead.
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