Zack Ryder is the epitome of "the same old guys that have been plastered on our TV screens for months." Cheesy gimmick, terrible execution, mediocre-at-best ring work. I mean, if you like the guy and honestly think his YouTube videos are entertaining...more power to you. Cheer your little spiky head off. But from where I'm standing, it's not entertaining.
You want to know why he fizzled, and why nobody cares just a few short months after his huge push? Because he's not a good wrestler. He's not a good promo guy. You can't take his gimmick seriously. You've got to have one of those three qualities, preferably more, or you make it absolutely NOWHERE in the business. Bret Hart could wrestle, John Cena could cut a promo, and Goldberg MADE you take him seriously. The only thing Ryder has going for him is initiative. I applaud him for going above-and-beyond while everyone else in his position continues to sit on their ass and wait for the system to churn them out a good gimmick. But lots of people have good work ethics and never make it past the under-card (check out the indie scene over the last few decades if you don't believe me). Like I said, you've got to have "it" -- or at least enough of "it" to fake your way to the top -- or ya get nowhere (re: The Miz)
Ryder got a break that hundreds of other jobber-level wrestlers never had, and likely will never have. He did his own thing, and because of the wonders of the internet the WWE was able to suck a few months of sizzle from his efforts. There's nothing WWE can gain long-term from Ryder's character. He might be able to convince the fans to chant his name when he's on a streak to the United States Championship... But what happens when somebody like John Cena is in his way? Randy Orton? What happens when he works his way into a legitimate feud that the company NEEDS him to draw money from? He won't be able to hold his own in a promo battle. Many guys have shown us that you don't NEED to be a great wrestler to hold your own in title match, but again...to get past that he'd need something to make people take him seriously. I still don't consider Cena a great wrestler, but he's damn good on the mic and his place in professional wrestling is damn sure good enough to MAKE me take him seriously.
All you can hope for, all you Zack Ryder fans, is a slow grind to build him the good ole' fashioned way. But now that WWE has over-saturated the market with cheesy YouTube videos and "listened" to the IWC with facebook, the Twitters and all that junk...Ryder's got no niche appeal. He's just a glowing symbol of the annoying mainstream, which is exactly where HE didn't want to be, and exactly where the company DID want him to be.