The Fiend: Where did it go wrong

I remember the first time I saw the Fiend character and entrance and I was just blown away and loved the Bray Wyatt Firefly Fun House segments, now he's my least favorite character and has Go Away X-Pac heat with me.   Where did it go wrong with that character?

When he started having to actually wrestle.  Not even being facetious, it ruined his whole aura.  Specifically the Cell match that also ruined Rollins.