"A lot of times when they fail they deny that they failed."
This is, and always has been, the issue.
If they have a prejudice against a wrestler or superstar, they will book them as such. So if Rey or Bryan or anyone else is squashed over and over, the fans will only see that person as a loser. The problem is that they don't seem to see that this is the problem and do not recognise it as their fault, but as the wrestler's.
For example, I dislike Sheamus, so I have noticed that since he won MITB, he hasn't been like previous MITB winners. Previous MITB winners frequently go on a losing streak, but Sheamus? Not at all, Sheamus has been winning, in fact.
This is the same reason guys like Cesaro, Cody Rhodes and Sandow aren't bigger than they are at the minute. Sandow won the MITB (when it probably should've been Cody), then proceeded to go on a losing streak and then lose cashing in. Then they blame him for not running with what they gave him, so drop him down the card. When, in reality, Sandow runs with everything he is given and turns it around.
They had Cody and he was a red hot babyface in a ladder match that was ALL HEELS, including himself! Instead of letting to heat up and up, they had Sandow win, him lose to Sandow then he faded into obscurity. THEN they brought him back up with the Rhodes family storyline, and finally when it looked like he was posed for something good, it just resulted in a tag team with Goldust. After that, they won the titles, held it for a while and essentially cooled down. They then made the switch to Cody as Stardust, which Cody can pull off, no problem, he's incredibly talented, but Stardust, as a character, will be nothing huge. The logical thing was to take some more (seeing as they didn't go with Cody turning), then have Stardust turn on Goldust, give them their Wrestlemania match, and have Cody talk about how ridiculous Stardust and Goldust is then go on to bigger things. Whilst building this from almost nothing, Cody had people chanting Cody at him, just to piss him off as Stardust. But the storyline was dropped, with no notice because the fans weren't connecting. EXCEPT they were connecting, they were chanting Cody just to get under his skin, week in and week out. Now, they taken Cody's work at getting Green Arrow involved, and turned it round for themselves, but after this, Cody will still be Stardust and be back to doing squash matches, despite Cody being an incredible talent that can quite clearly get over with any story or gimmick he's given or comes up with.
It's the company's views on the wrestler and prejudice that leads to situations like this, then they palce all of the blame on that wrestler, hurting them further.