I'm close to agreeing with Hammy here. The guy does have a few more chances to make a run at the top only because the Smackdown roster is pretty weak at the top. What's funny is that they've paired Morrison with Melina and she ended up being a bigger star than him. Same thing happened with the Miz. C.M Punk ended up passing him too after feuding with Morrison over the ECW title a few years ago.
At some point those he's got to break through. I suggest a full fledged heel turn at this point--he isn't face material at all.