Ryback's ceiling was WAY higher than Rollins and Ambrose. He was a potential "face of the company" mainstream star. Neither of them have that value. Reigns seemed like he may have had that potential but it didn't really pan out.
The Shield were being booked perfectly though. They could have gone over Cena but they didn't need to go over Ryback. It didn't do much more for them and it did a TON to fuck up Ryback. Especially when you consider The Shield's first loss was to Christian and The Usos on a random Smackdown. lol
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