Rumble 2014. They underestimated the IWC's ability to see when they're rushing a process. Of course no one knew Bryan was as bad off as he was but they should've tried to finish that story as best they could then move forward with Reigns
It was working with him being "Goldberg" in the shield, fans want THAT if they insist on him being babyface, to this day he gets good reactions when he shows a mean streak (he's got great expressions, look how he gazed at Ambrose on the way outta the ring last night)
They wanted to rush the process and add too many sprinkles while doing it