I think one reason is that Hardy is just so.. bland. He can't exactly create a big fued because he has nothing to bring to it. I like him and all, but the champion is normally the one who makes the fued, and Hardy can't do that. In the US fued it was all about MVP challenging Hardy and it went with MVPs gimmick. Then Hardy gets the title and, well, he has no gimmick. So it was just random matches until he lost it. With the ECW he had even less options. Mark Henry was a fail because of how boring the matches were, and by the end people were just begging for Matt to lose it. Now Swagger has the title, and he's a guy who can make a fued. So I think that it's just because Hardy has nothing to work with because he's been stuck in the same gimmickless position for years. Now he finally has something, with his Jeff fued, which shows that Matt just works better at non-title fueds.