I like his character NOW. But when they first did it, I didn't understand. When he first came on scene, they were making him to be this monster. I thought it'd be cool, even though the cold war is over. Props to Regan!!
I think he has a better chance of becoming a legit threat, more so than Santino. Morella has won our hearts as an entertainer and a champion. Kozlov could be dominant any time they want him to be. Especially if he turned on Santino one day. Or showed up to protect him from say....Big Zeke, and just stomped his ass all over. Instant face legit competitor.
In my HUMBLE opinion.