The overcelebration gimmick is great because originally it was just to rub it in Cole's face, and because everyone basically thought "it's not going to last, let him have his moment". And then he kept doing it. And he kept winning. And winning. And celebrating. Couple that with the title going to his head and you have a nicely built, slow heel turn which worked perfectly and made sense.
THEN you have his mistreatment of AJ, his work on the mic and "YES!" catching on. Everything Bryan has done since TLC has been pitched perfectly...apart from WM but even that kinda worked in his favour.
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XIII_rocks, the cream of XIII fanboyism.