I for one am a BIG fan of this new persona that Ryder is trying out, and I can see it working extremely well for him.
As NorCal says above, you give this guy enough mic time (and if he boosts up his promo performance to match it, instead of just relying on "woo woo woo, you know it") and people will f'in hate the guy. He's simultaneously a funny character, yet a heel you want to see get his ass kicked. Plus, the most important thing, is that its a personality. Far too many people lately in the WWE are trying to get over on their own by just being "guy in generic tights", and its become overwhelming. If you listed all of the people that have no real gimmick or any sort of aura of originality surrounding them, its enormous. Rhodes, DiBiase, Charlie Haas, Jamie Noble, CM Punk (tattoos and straight edge isn't a gimmick just by default when you do nothing with it), Gregory Helms, etc etc etc. Ryder having this douchebag persona is similar to how a lot of the bigger stars needed something to latch onto when they first started. Edge is one of the top guys now and one of their all time best in my opinion, but if you remember, there were time periods where he pretended to be a freakin vampire and a surfer dude lol. John Cena was a rapper. Triple H was a blue blood. Foley was Mankind. The list goes on and on. Eventually, they were able to transition into exaggerated versions of themselves, but they didn't just start out as "Mick Foley" or "Paul Levesque" or anything. If Ryder works hard and steps up his promo skills, this could be what he needs to cement himself as a solid midcarder by next year, giving him the ability to climb the ladder and reach a higher plateau.
Plus his song is catchy, lol. *Oooh radioooo tell me everything you knooow*