I thought he was having too much fun being a ubiquitous media clown..
When he hated playing vs. top players and underestimated lower ranked players like Gonzo + Karlovic, it was obvious that his priority wasn't in changing the way he played.
He tried to hide the fact that he lowered expectations/effort level. The coaches weren't exactly enthusiastic about his future. The family lowered expectations.
It's not a coincidence that he's not taking matches seriously, as he did 4 years ago.
He realized he turned pro because he thought tennis was all about fun, not about long, boring hours on the court.
He was not well-coached and was physically weak, but he begged to work with much older players while he was on the bench.
He didn't become a pro because he really believed he had great fitness/physical talents. You can't go too far if you have only mental strength.
Maybe, he + the whole world don't predict great improvement + a successful future against tough top players.