Cole has been commentating since at least the Mid 90's. If you look at his body of work, he has for the best part been a solid commentator. He has always known how to be a play-by-play commentator and a colour commentator. J.R and himself are given unscripted license ;they're only 2 commentators that are accommodated this freedom. It is no big secret that Vince, and now HHH both instruct Cole and Lawler to espouse certain views at a whim. However at a time when the wrestling roster decidedly lacks "Depth." According to Vince, they needed some way to keep entertainment levels high..hence Cole has become more a piece in the game. If you look at it from that perspective..then everything Cole has said makes perfect sense.
It's not entertaining to anyone when Cole bashes the shit out of everyone, and goes on and on about things not related to the match.