Alright, I got to step up for my boy. Some of you know he and I are actually good friends IRL. But you can't beat him down over his gimmick when the entire thing was not his idea or he had any say so in it.
When they brought him back as Ryback he asked for two things. 1) a manager to talk for him on the stick because he knew he was very weak there and 2) his outfit to be long black tights and black boots instead of that hideous straps one he wears (though he has said he offers a prayer every day they didn't give him that modified thong one that Big E was stuck with for a while.) He wasn't trying to be the next Goldberg but they were trying to subtle push him that way hoping the fans caught on.
Yeah, his spot of shine in the WWE stinks now and he is getting lost in the shuffle, but that is not his fault at all. They want to create the next superstar to carry the company right out of the gate instead of letting the fans get behind one and push him up. Usually when the company does the pushing and forces it on the fans, it fails miserably.