Why are they screwing Christian?

After everything shakes out, it seems to me they're screwing Christian. They gave him zero buildup to his return, they landed him on the lamest promotion they have, and now, they didn't even let him win the belt. Against Jack "Bucky" Swagger, no less, which makes him look like he's just a chump. He was a very capable champ over at TNA (I know, I know, that's not saying a helluva lot), but now that he's back where he belongs, he's getting the screwjob, imo. Thoughts?