He was an entertaining fighter until people realized just what an ass he was in real life. Unfortunately for him, that's about the same time he started losing. People like a heel when it's an act. Not so much in real life. Now he's hoping to ride the populist wave that is building in Europe.
Loose cannons can be effective for awhile. Think Nolan Ryan being ‘effectively’ wild.
I think your take is accurate. I seem to remember talk that his mother mentors his behavior that has backfired.