There was a note in this week's Wrestling Observer Newsletter on plans for several wrestlers that were dropped.
Dave Meltzer noted in the Observer that prior to Apollo Crews winning the United States Championship from Andrade, there were other ideas broached for him. I previously noted that there was a heel turn planned for him. In the Observer, it was noted that Crews turning heel was a possibility but that plan was buried this week.
Meltzer also noted that in recent months there were plans to use the United States Championship to elevate Cedric Alexander, Humberto Carrillo, and Ricochet into high card faces and all of those plans were dropped. Keep in mind that there were efforts to push Alexander last year and McMahon made the decision to bury him. Ricochet was pushed down the card after his mini-feud with Brock Lesnar earlier this year.
It was not said why those plans were dropped but it is no secret that Paul Heyman is a fan of all of the wrestlers mentioned above. At the end of the day, the buck stops with Vince McMahon.
McMahon had given up on Crews in the past and that may happen again but we should know within the next few weeks if this renewed push is for the long-term or if it's something McMahon will change his mind on.