I honestly don't know what it is to be perfectly honest. Wade Barrett is someone with a lot of ability. He's very solid on the mic, he's a good sized guy with a good natural look and he can often deliver strong matches inside the ring. If I could ask Vince McMahon a question and if I know I'd get a straight answer, I'd ask what the deal is with Barrett as Intercontinental Champion.
Barrett's a 5 time Intercontinental Champion, yet there have been very, very, very few people since its creation in 1979 who have gotten less out being champion than Wade Barrett has. And, for the life of me, I can't think of one logical reason why and it frustrates the hell out of me. I've been a fan of Barrett since his days in NXT 5 years back and while it'd suck if he was just floating around the card, it's much worse because he's a champion. Being a champion is supposed to mean something, yet Barrett is jobbed out week after week and has been every time he's been champion.
The problem isn't the IC title or Wade Barrett as a performer... and before the dreaded R word gets bandied about it's not necessarily that... but the reality is Vince is NEVER gonna go with a non North American as his main guy.
Barrett is great at what he does, just like Davey Boy and Regal were... able to get the fans onside or drive them crazy with their heel antics. Wade arguably is the most naturally charismatic of all 3 guys, he comes across as the one guy from WWE who you'd want to hang out with... knowing full well he'd kick the shit out of you at the end.
From a business perspective, having UK based talent like those 3 guys (add Sheamus and down the line Balor and even Paige) to that equation is a useful thing. It guarantees strong houses on European tours and gives international depth to the roster. But when your core business is US based, how many Americans are gonna be happy to pay for a Mania main event of Balor v Bad News Barrett for the title? Sad as it sounds the US audience want US involvement in the top matches and "USA...USA..." is what has built the WWE.
So guys like Regal and Davey had to settle... they had to settle for the odd main event run but being used as that Upper midcard guy who never quite makes it, but the fact they could would sell a show or two in their homeland...
Barrett himself has had a bit of a journey within WWE himself and that he's one of the more intelligent guys on the roster has probably worked against him (Marine Biology degree no less) along with dumb luck. His arrest that never was nearly got him deported and caused problems with his greencard... the cop got it wrong but Barrett paid a price... likewise with his injuries... but the one he got wrong himself and that probably still causes him the most trouble was the interview where he said he would be retired in 5 years... That was 3 years or so ago and it basically killed his career for a long time... Why is WWE gonna invest in a main event push on someone, which will take 2 years to bear fruit if it's only gonna last 3 more before they're looking for the door... Someone like Mark Henry could say that and still get it... BNB couldn't and it's taken until now for them to even look at him seriously again. He was clearly looking at WWE as a "stepping stone" at the time. Arguably he now perhaps has more fire and passion but injuries have shortened the career potential... be careful what you wish for is probably the moral.
Maybe they just never will get behind him... or perhaps they are waiting till Balor is up there or heel Sheamus is ready and they headline a BIG UK show where BNB gets the big one... if he ever does, it won't be for long cos of the USA stuff above... but he's the kind of guy who could cash in the case for a month or two reign or walk out of a Chamber or Scramble with the belt for a short reign... He's never gonna get a prolonged reign as the top man.
So is the IC the curse? or is it just a combination of unfortunate events? No one can deny BNB has the potential, not even Vince... I liken him to the modern day Scott Hall in terms of career overall... not for his demons etc but for the fact he could still be a "top name", major part of the show but never really get near a World title and it not be a problem. BNB has more IC titles than Hall already, his run has been almost identical to Razor's... and he still got in the HOF... so there is hope for Barrett.
Let's face it, he's not like a Ziggler where he is booking comedy gigs and causing problems... so he's more likely than him to get it... but at some point Vince might have decided "This guys more trouble than he's worth" and it may take Trips taking over for him to get over that hump.