>>8825466He just enjoys wrestling. He isn't a self mark and enjoys putting guys over. Bryan is an odd cat in wrestling. Respects the hell out of the craft and wants wrestling to shine, but he has very little ego. Even when the world was behind him, he himself exhibited little ambition or desire to be the top guy. It was always others putting him there. He was more than happy wrestling stiff matches against Sheamus.
His AEW run is the same. People shit on Tony's handling, but I'd be willing to bet Bryan told him he didn't want to be the top guy or a run as champ. He just wanted to have a bunch of good matches and work with young upcoming talent from a high profile spot.