As a business, WWE are looking at different brands going forward. They don't view Bryan as one of the brands that can be marketed. They want to attract business partners and advertisers, and a small bearded guy just isn't viewed as commercially sellable. Roman Reigns remains the very top priority and is still viewed as the next John Cena. He'll be WWE Champion one day and headline more WrestleMania show closers. Expect to see his likeness on more products and commercial spots. Cena is still very much the man. He's the franchise guy and his status is rock solid. When you look at Cena and then look at Bryan, they are entirely different. WWE's view on commercially viable stars is centred around what Cena brings, which Bryan just doesn't have. With no upward momentum possible, you have to wonder if he'll himself lose interest in the job.