He was basically booked as Zack Gowan 2012, his matches suck because the matches are there to push an agenda, not to show off him or his opponents ability. We get a horrible storyline that buries (nearly litterally) Ryder, and we get to see a man with a "broken back" walk down a ramp (instead of wheelchairing), while limping on both feet alternatively, then walk into the ring, no problems, then limp back. (sorry, I needed to push off the steam of how awful that entire promo was written).
But the booking Ryder received on the 2nd half of his push killed him for casual fans. Pretty sure WWE was planning to make Cena more edgy, but *****ed out halfway through and the whole story changed to an Eve heel turn (although we haven't seen a pure **** bitch gimmick in a while), which left Cena being Cena, Eve being an automatic superheel, and Ryder breaking his back 6 weeks in a row.
Ryder's opening booking and push was really great, minus the fact they just kept pairing him with Cena to try and make him instantly relevant.
Ryder's US title reign could've been solid, and made for some really fun jabs at the IWC (Let's be honest, the IWC is always so giddy when the business throws us a bone).