You make a great point if there weren't already far less talented, far less deserving guys constantly in the main event picture. Ryback did everything that was asked of him, saw that he was over and that he was gaining momentum and wondered why he wasn't getting the same shot. Whether you agree or not, you can't be mad that he tried to shoot for the moon.
I worked at a company many years ago that was run very similar to WWE. It was all nepotism, certain people were given opportunities that others deserved, and we weren't all held to the same standards. There were 'favorites' that just always found themselves in good positions. Some because they were friends and family of management...some because they were really hot and flirted with the bosses all the time... but it was never ever based on merit. It was ridiculous and management would always come up with some bullshyt logic whenever someone took them to task. Even though everyone knew deep down at the end of the day some people were always gonna be taken care of no matter what and some weren't. Just the way it was.
Ryback was just on the outside looking in.