Well, I can understand, to an extent, what's going on with Swagger.
Swagger is a top third star, in the eyes of WWE brass. He's good enough now to be able to start putting over some "top half" guys, such as John Morrison. Morrison is a guy that Vince is just hoping turns into a HBK type, so having him beat Swagger raises his own star power without completely bashing Swagger's.
Then, you have Orton (top 5 talent) put over Swagger, which helps Swagger without hurting Orton. This also helps Morrison, because he's now beaten an even bigger star.
With Batista likely done, and HHH's / Taker's best days well behind them, WWE needs the next level of superstars. Swagger's close (again, to the brass, not necessarily to me), and Morrison is a good year or so away.
WWE does have a tendency to lack common sense, but this actually works in my mind.