WWE has a few diamonds in the rough.
Ambrose, Rollins, Cesaro, Wyatt, Harper, Bryan among others.
It just depends on how much you enjoy the diamonds vs how much you can tolerate the rough.
I think they don't know what to do with Bray, he was pushed too hard, too soon. He already feuded with Bryan and Cena, there's nowhere else to go with him besides the title, and I don't think he's the type of guy that the title will do anything for. He's kind of an Undertaker type character for me, he has a mystique about him and should be used sparingly but right now he's overexposed, he gets a match and/or big promo every week and it's turning him into just another guy, rather than the special attraction he's shown he can be in the past. His feuds of late just make no sense and everything seems forced, feeding Y2J to him is another example of WWE trying to get him instant cred.
It's the same thing they did with Miz, Sheamus, Swagger and many others and some never bounce back, only Bryan has really managed it. This is why they need to be careful with Reigns, unfortunately WWE are stubborn. I can already see next years Rumble coming down to Reigns/Ambrose with the fans firmly behind Ambrose and half of em booing Reigns yet you already know who WWE will go with, they won't care about hurting Ambrose to further their golden boy, see Punk in 2011 and Bryan in RR last year.