They've botched Lesnar from the second he lost to Cena. And the diminishing business he draws proves it.
Why does he lose? He should NEVER lose! He loses one match at the end of his contract to whomever they want to get the rub. I mean, Punk doesn't need to beat him. Nor Cena, Orton, Bryan, Show, etc. Have him crush everybody in his path, even a few of the previously mentioned names. Then, he loses to someone like Sandow or anyone in the Shield, especially Reigns, or Claudio.